Corporate Social Responsibility. CSR Communication as an Instrument to Consumer-Relationship Marketing

Sprache: Englisch

Verlag: GRIN Verlag Jul 2009, 2009

3640386973 / 9783640386970

Anbieter: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, DeutschlandBuchWeltWeit Ludwig Meier e.K.

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This item is printed on demand - it takes 3-4 days longer - Neuware -Diploma Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Applied Sciences Bremen, language: English, abstract: Corporate Social Responsibility (CSR) is defined as 'achieving commercial success in ways that honour ethical values and respect people, communities, and the natural environment' and is the topic of interest for this research paper. The aim of study was to investigate CSR communication and how it is perceived with a view to identifying how CSR can be communicated more effectively to consumers. The focus in this context was on relational CSR potentials and the effect of consumer-company identification as a main driving force behind relational CSR effects.In order to achieve this aim a comprehensive literature review was conducted to conceptualise the ideas on CSR, the CSR communication challenge as well the link between CSR information and consumer-company identification. Further, primary research was undertaken in terms of a consumer survey among German students in order to gain an understanding of consumer perceptions as well as to identify critical aspects of CSR communication.Results indicate that in spite of a general tendency of scepticism towards companies, consumers do accept and expect companies to communicate on their CSR activities. It also became apparent that interest in and support of the subject clearly exceed the awareness level, which suggests an unmet receptiveness regarding CSR information. In this context, women showed significantly more support and interest in the topic corroborating the established hypothesis of respective gender differences which was established within the theoretical discussion. As a conclusion of this study female consumers have to be considered as particularly receptive towards CSR information and as a particular valuable target for CSR communication. The high level of support in general and especially among women can be considered as a given basis to consumercompany identification. It implies the potential for perceived congruence between consumers' self concept and company CSR values and also highlights the relationbuilding dimension of CSR and its opportunities for consumer-relationship marketing.This research suggests that CSR should be communicated more proactively as the majority of respondents stated that they 'would like to know more about it' and affirmed the acceptability of advertising on CSR as a proactive means of communication. 116 pp. Englisch.…

Bestandsnummer des Verkäufers 9783640386970

Titel
Corporate Social Responsibility. CSR Communication as an Instrument to Consumer-Relationship Marketing
Autor
Elena Bueble
Verlag
GRIN Verlag Jul 2009
Erscheinungsjahr
2009
Zustand
Neu
Einband
Taschenbuch
Sprache
Englisch
ISBN-10
3640386973
ISBN-13
9783640386970
Artikelgewicht
180 Gramm
Abmessungen
210x148x9 mm

BuchWeltWeit Ludwig Meier e.K.

Bergisch Gladbach, Deutschland

Verkäufer/-in mit 5 Sternen

Verkäufer:in bei AbeBooks seit 11. Januar 2012

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