Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions

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URI: http://hdl.handle.net/10902/15053
ISSN: 1535-3958
ISSN: 1535-3966
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Autoría
García de los Salmones, María del MarAutoridad Unican; Pérez Ruiz, AndreaAutoridad Unican
Fecha
2018-04
Derechos
© John Wiley & Sons. This is the peer reviewed version of the following article: Mar García-De los Salmones, M., & Perez, A. (2018). Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions. Corporate Social Responsibility and Environmental Management, 25(2), 194-208, which has been published in final form at https://doi.org/10.1002/csr.1453. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.
Publicado en
Corporate social responsibility and environmental management. Volume 25, Issue 2, p. 194-208
Editorial
John Wiley and Sons
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Palabras clave
CSR advertising
Attributions
Emotions
Philanthropy
Ethical reputation
CSR communication
Resumen/Abstract
ABSTRACT: Despite companies' wishes to publicise their corporate social responsibility (CSR) activities, communication remains a challenge. This research study tries to contribute to the literature, analysing the antecedents and consequences of attitude towards a CSR advertisement in the financial sector. Specifically, we designed a causal model, which included the prior ethical reputation, the range of possible attributions, and the mix of emotions provoked by the advertisement. We surveyed 225 adults in Spain who evaluated a fictitious advertisement for companies of different ethical reputations, conveying a philanthropic cause. As a result, it was observed that the advertisement generated a mix of intrinsic and extrinsic attributions and a mix of positive and negative emotions, and the prior ethical reputation of the company was a key antecedent of the effectiveness of the communication. Furthermore, a good attitude towards the advertisement has rewards, in terms of improvement of attitudes towards the brand and behavioural intentions
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