Gauging consumers’ responses to CSR activities: Does increased awareness make cents? |
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Authors: | Shelley Wigley |
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Institution: | University of Texas at Arlington, Department of Communication, Box 19107, Arlington, TX, 76019, USA |
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Abstract: | This study assessed the impact of knowledge of a company's corporate social responsibility efforts on both attitude and purchase intent. Until now, research studies have assumed knowledge was created via message exposure without measuring it. Results indicate that participants exposed to information about a company's CSR activities are more knowledgeable about those activities and that increased knowledge positively impacts attitudes and purchase intentions. |
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Keywords: | Corporate social responsibility CSR Awareness Knowledge |
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