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Communicating Corporate Social Responsibility for Brands

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Handbook of Integrated CSR Communication

Part of the book series: CSR, Sustainability, Ethics & Governance ((CSEG))

Abstract

Corporate Social Responsibility (CSR) has developed to become one of the top priority issues in brand management and research. Brands can benefit from CSR activities and its communication in many ways such as an improvement of reputation, an increase in willingness to pay and intention to buy. However, inappropriately applied CSR communication can significantly harm the brand. To ensure a positive effectiveness of the CSR engagement, the article provides an extensive set of guidelines for brand managers.

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Authors and Affiliations

  1. School of Agriculture, Policy and Development, University of Reading, 237, Whiteknights, Reading, RG6 6AR, UK

    Christian Boris Brunner

  2. Schumpeter School of Business and Economics, University of Wuppertal, Gaußstrasse 20, 42119, Wuppertal, Germany

    Tobias Langner

Authors
  1. Christian Boris Brunner
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  2. Tobias Langner
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Corresponding author

Correspondence to Christian Boris Brunner .

Editor information

Editors and Affiliations

  1. Inst. f. Media a. Communication Studies, Klagenfurt University, Klagenfurt, Austria

    Sandra Diehl

  2. Inst. f. Media a. Communication Studies, Klagenfurt University, Klagenfurt, Austria

    Matthias Karmasin

  3. School of Journalism & Media Studies, San Diego State University, San Diego, California, USA

    Barbara Mueller

  4. Dpt. of Marketing and Int. Management, Klagenfurt University, Klagenfurt, Austria

    Ralf Terlutter

  5. Inst. f. Media a. Communication Studies, Klagenfurt University, Klagenfurt, Austria

    Franzisca Weder

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Brunner, C.B., Langner, T. (2017). Communicating Corporate Social Responsibility for Brands. In: Diehl, S., Karmasin, M., Mueller, B., Terlutter, R., Weder, F. (eds) Handbook of Integrated CSR Communication. CSR, Sustainability, Ethics & Governance. Springer, Cham. https://doi.org/10.1007/978-3-319-44700-1_9

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