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Communicating CSR Through Corporate Image Advertising

In: Handbook of Integrated CSR Communication

Author

Listed:
  • Alan Pomering

    (University of Wollongong)

Abstract

The purpose of this chapter is to review the state of play in regard to corporations’ advertising of their corporate social responsibility (CSR) initiatives, policies, and/or achievements as an identity-building exercise. An organisation’s use of advertising to lay claim to socially-responsible operations is bound to be contentious and inspire responses of scepticism and/or cynicism, especially if such advertising claims appear at odds with stakeholder perceptions of the organisation’s performance. The contentiousness of CSR advertising claims is enlarged by confusion over what constitutes CSR and what does not. Cause-related marketing campaigns, for example, are a form of sales promotion technique yet are enlisted in the hope of a corporation addressing its responsibility to society. Ultimately CSR performance must stand on impacts and outcomes, and anything less will be adjudged spin, greenwashing, or mere impression management. This chapter regards CSR advertising, and indeed other elements of the brand’s integrated marketing communications, in this light.

Suggested Citation

  • Alan Pomering, 2017. "Communicating CSR Through Corporate Image Advertising," CSR, Sustainability, Ethics & Governance, in: Sandra Diehl & Matthias Karmasin & Barbara Mueller & Ralf Terlutter & Franzisca Weder (ed.), Handbook of Integrated CSR Communication, pages 171-190, Springer.
  • Handle: RePEc:spr:csrchp:978-3-319-44700-1_10
    DOI: 10.1007/978-3-319-44700-1_10
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    Cited by:

    1. Pawel Tadeusz Kazibudzki & Tomasz Witold Trojanowski, 2020. "Examination of marketing mix performance in relation to sustainable development of the Poland’s confectionery industry," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-25, October.

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