Abstract
Companies increasingly communicate about their corporate social responsibility (CSR) activities. A key motivator for such communication efforts is that consumers demand to know more about companies’ CSR activities. At the same time, consumers tend to be skeptical toward companies’ CSR claims. Many consumers consider that companies engage in CSR communication mainly for image management—a practice referred to as greenwashing. In the broad context of consumer skepticism, finding ways to enhance the credibility of CSR communication is a question of critical importance.
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© 2017 Academy of Marketing Science
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Swaen, V., Janssen, C., Du, S. (2017). On the Effectiveness of CSR Communication: The Roles of Ethical Labels, Prior CSR Record, and Consumer Skepticism (An Abstract). In: Rossi, P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_56
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DOI: https://doi.org/10.1007/978-3-319-47331-4_56
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