Marketing Communications and Corporate Social Responsibility (CSR): Marriage of Convenience or Shotgun Wedding?

This paper aims to examine the role(s) that the various vehicles of marketing communications can play with respect to communicating, publicising and highlighting organisational CSR policies to its various stakeholders. It will further endeavour to evaluate the impact of such communications on an org...

Full description

Saved in:
Bibliographic Details
Published in:Journal of business ethics 2009-08, Vol.88 (1), p.103-113
Main Authors: Jahdi, Khosro S., Acikdilli, Gaye
Format: Article
Language:English
Subjects:
Advertising
Business and Management
Business Ethics
Business structures
Communication
Consumer goods industries
Consumers
Corporate image
Corporate responsibility
Corporate social responsibility
Education
Ethics
Green marketing
Management
Market planning
Marketing
marketing communications
Marketing management
Philosophy
Power
Quality of Life Research
Reputation management
Social ethics
Social responsibility
Stakeholders
Studies
Weddings
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This paper aims to examine the role(s) that the various vehicles of marketing communications can play with respect to communicating, publicising and highlighting organisational CSR policies to its various stakeholders. It will further endeavour to evaluate the impact of such communications on an organisation's corporate reputation and brand image. The proliferation of unsubstantiated ethical claims and so-called 'green washing' by some companies has resulted in increasing consumer cynicism and mistrust. This has made the task of communicating with, and more importantly convincing, an organisation's stakeholders vis-à-vis its CSR credentials even more difficult. This paper argues that marketing communications tools can play a major role in conveying a company's CSR messages and communicating a more socially responsible image.
ISSN:0167-4544
1573-0697
DOI:10.1007/s10551-009-0113-1