Skip to main content
SpringerLink
Log in

CSR-Kommunikation und Marke

Corporate Social Responsibility-Kommunikation als integrierter Bestandteil des Markenmanagements

  • Chapter
  • First Online:
CSR und Kommunikation

Part of the book series: Management-Reihe Corporate Social Responsibility ((MRCOSORE))

  • 14k Accesses

Zusammenfassung

Seit längerer Zeit kreist ein unaufhörlicher Hype um das Thema Corporate Social Responsibility (CSR). Bürger leisten zunehmend Beiträge zu Umwelt und Gesellschaft: von der penibel durchgeführten Mülltrennung zur Erhaltung unserer Umwelt, dem ehrenamtlichen Engagement für Vereine im sozialen oder ökologischen Bereich, den Spenden für gute Zwecke in der Dritten Welt, der Unterstützung von Demonstrationen gegen die kapitalistische Finanzwelt bis zu Boykott-Aufrufen wie im Falle der Schließung des Nokia-Werkes in Bochum.

Das Ganze ist mehr als die Summe seiner Teile (Aristoteles).

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 29.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Literatur

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347−356.

    Google Scholar 

  • Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review, 47, 9−24.

    Google Scholar 

  • Bhattacharya, C. B., Rao, H., & Glynn, M. A. (1995). Understanding the bond of identification: An investigation of its correlates art museum members. Journal of Marketing, 59, 46−57.

    Google Scholar 

  • Brunner, C. B. (2010a). Studie zur Wichtigkeit von Corporate Social Responsibility-Kriterien im Rahmen der Kaufentscheidung des Konsumenten in 15 verschiedenen Produktkategorien. Universität Gießen.

    Google Scholar 

  • Brunner, C. B. (2010b) Corporate social responsibility: Drivers of success and constraints in communicating CSR to the consumer. In 4th International conference on corporate social responsibility, 22−24. September 2010, Berlin.

    Google Scholar 

  • Brunner, C. B. (2013) Portfolio-Werbung als Technik des Impression Management: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen. (2. Aufl). Wiesbaden: Gabler.

    Google Scholar 

  • Brunner, C. B., & Esch, F. R. (2010) Unternehmensverantwortung und Konsumentenverhalten. CR Report 1, S. 22−23.

    Google Scholar 

  • Brunner, C. B., & Lu, X. (2012) The influence of corporate social responsibility on Consumer product responses. In 11th International conference on research in advertising (ICORIA), 28−30. Juni 2012, Stockholm, Sweden.

    Google Scholar 

  • Brunner, C. B., Esch, F.-R., & Kinscher, N. (2012) Communicating corporate social responsibility: Empty promises or smart strategy? In M. Eisend, T. Langner, S. Okazaki. (Hrsg.), EAA advances in advertising research (Vol. III): Current insights and future Trends (S. 105−117). Wiesbaden: Springer.

    Google Scholar 

  • Brunner, C. B., McLeay, F., Esch, F.-R., & Schoefer, K. (2014) Communicating corporate social responsibility: Buffer for a crisis or negative backfire-effect? In Vorbereitung.

    Google Scholar 

  • Dawkins, J., & Lewis, S. (2003). CSR in stakeholder expectations: And their implication for company strategy. Journal of Business Ethics, 44, 185−193.

    Google Scholar 

  • Delmas, M. A., & Burbano, V. C. (2011). The drivers of Greenwashing. California Management Review, 54(1), 64−87.

    Google Scholar 

  • Du, S., Bhattacharya, C. B., & Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing 24, 224−241.

    Google Scholar 

  • Du, S., Bhattacharya, C. B., & Sen, S (2010). Maximizing business returns to corporate social responsibility (CSR): the role of CSR communication. International Journal of Management Reviews, 12, 8−19.

    Google Scholar 

  • Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: Do they mix?. Journal of Retailing, 76, 393−406.

    Google Scholar 

  • Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34, 147−157.

    Google Scholar 

  • Esch, F.-R. (2011). Wirkung integrierter Kommunikation( 5. Aufl.). Wiesbaden: Gabler.

    Google Scholar 

  • Esch, F.-R. (2012a). Strategie und Technik der Markenführung (7. Aufl.). München: Vahlen.

    Google Scholar 

  • Esch, F.-R. (2012b). Am Kontaktpunkt kommt es zum Schwur. Frankfurter Allgemeine Zeitung, 18. Feb 2013, S. 18.

    Google Scholar 

  • Esch, F.-R., & Brunner, C. B. (2006). Markenhistorie und Markenidentität: Markenentwicklung im Zeitablauf. In N. O Herbrand, S. Röhrig, (Hrsg.), Die Bedeutung der Tradition für die Markenkommunikation – Konzepte und Instrumente zur ganzheitlichen Ausschöpfung des Erfolgspotenzials Markenhistorie (S. 151–180). Wiesbaden: Edition Neues Fachwissen.

    Google Scholar 

  • Esch, F.-R., & Brunner, C. B. (2009a). Sein und Schein. Wirtschaftswoche, 50, 40−42.

    Google Scholar 

  • Esch, F.-R., & Brunner, C. B. (2009b). Mehr als nur leere Worte?. Markenartikel ,12, 100−102.

    Google Scholar 

  • Esch, F.-R., Brunner, C. B., Gawlowski, D., Knörle, C., & Krieger, K. H. (2010). Customer touch points marken- und kundenspezifisch managen. Marketing Review St. Gallen 2, 8−13.

    Google Scholar 

  • ESCH. The Brand Consultants .(2012). Customer Touchpoint Management. In Berührung mit den Kunden. Studienergebnisse. Saarlouis.

    Google Scholar 

  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 23, 343−373.

    Google Scholar 

  • Fisher, C., Lovell, A., & Valero-Silva, N. (2013). Business ethics and values (4. Aufl.). Harlow: Pearson.

    Google Scholar 

  • Grassegger, H., & Brambusch, J. (2010). Trendgeschäft Biotextilien: Betrug mit angeblicher Biobaumwolle. http://www.ftd.de.

  • Green Responsibility: (2013) Greenwashing oder echtes nachhaltiges Engagement?. http://www.green-responsibility.de.

  • Guido, G., Peluso, A. M., & Moffa, V. (2011). Beardedness in advertising: Effects on endorsers’ credibility and purchase intention. Journal of Marketing Communications, 17, 37−49.

    Google Scholar 

  • Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635−650.

    Google Scholar 

  • Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. New Haven/London: Yale University Press.

    Google Scholar 

  • Kroeber-Riel, W., & Esch, F.-R. (2011). Strategie und Technik der Werbung (7. Aufl). Stuttgart: Kohlhammer.

    Google Scholar 

  • Lane, V. R. (2000). The impact of Ad repetition and Ad content on consumer perceptions of incongruent extensions. Journal of Marketing, 64, 80–91.

    Article  Google Scholar 

  • Luchs, M. G., Naylor, R. W., Irwin, J. R., & Raghunathan, R. (2010). The sustainability liability: Potential negative effects of ethicality on product preference. Journal of Marketing, 74, 18−31.

    Google Scholar 

  • Menon, S., & Kahn, B. E. (2003). Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand? Journal of Consumer Psychology, 13, 316−327.

    Google Scholar 

  • Motzkau, M. (2013). Nachhaltigkeit in der Textilbranche: Sauber kaufen. Spiegel online. http://www.spiegel.de/wirtschaft/soziales/nachhaltig-kleidung-einkaufen-ist-schwer-a-900618.html.

  • Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives, Journal of Advertising, 36, 63–74.

    Google Scholar 

  • Pracejus, J. W., & Olsen, G. D. (2004). The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, 57, 635−640.

    Google Scholar 

  • Resch, J. (2013). Deutsche Umwelthilfe stoppt irreführende Werbekampagne von Danone. http://www.duh.de.

  • Schlegelmilch, B., & Pollarch, I. (2005). The perils and opportunities of communicating corporate ethics. Journal of Marketing Management, 21, S. 267−290.

    Google Scholar 

  • Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38, 225−243.

    Google Scholar 

  • Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70, 154−169.

    Google Scholar 

  • Smith, N. C. (2003). Corporate social responsibility: Whether or how? California Management Review, 45, 52–76.

    Article  Google Scholar 

  • Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel, & W. G. Austin, (Hrsg.), Psychology of intergroup relations (S. 7−24). Chicago, IL: Nelson-Hall.

    Google Scholar 

  • Tixier, M. (2003). Soft vs. hard approach in communicating on corporate social responsibility. Thunderbird International Business Review, 45(1), 71–91.

    Google Scholar 

  • Webb, D. J., & Mohr, L. A. (1998). A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226−238.

    Google Scholar 

  • Webley, S., & More, E. (2003). Does business ethics pay?. London: Institute of Business Ethics (IBE).

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Lehrstuhl für Markenmanagement und Automotive Marketing, EBS Universität für Wirtschaft und Recht, Oestrich-Winkel, Deutschland

    Franz-Rudolf Esch

  2. Department of Food Economics and Marketing, School of Agriculture, Policy and Development, University of Reading, West Berkshire, United Kingdom

    Christian Boris Brunner

Authors
  1. Franz-Rudolf Esch
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Christian Boris Brunner
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Franz-Rudolf Esch .

Editor information

Editors and Affiliations

  1. HEINRICH GmbH Agentur für Kommunikation, Ingolstadt, Germany

    Peter Heinrich

Rights and permissions

Reprints and permissions

Copyright information

© 2013 Springer-Verlag Berlin Heidelberg

About this chapter

Cite this chapter

Esch, FR., Brunner, C.B. (2013). CSR-Kommunikation und Marke. In: Heinrich, P. (eds) CSR und Kommunikation. Management-Reihe Corporate Social Responsibility. Springer Gabler, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-40110-7_2

Download citation

  • DOI: https://doi.org/10.1007/978-3-642-40110-7_2

  • Published:

  • Publisher Name: Springer Gabler, Berlin, Heidelberg

  • Print ISBN: 978-3-642-40109-1

  • Online ISBN: 978-3-642-40110-7

  • eBook Packages: Business and Economics (German Language)

Publish with us

Policies and ethics

Search

Navigation