ABSTRACT
One striking aspect of many corporate advertisements focusing on corporate
social responsibility (CSR) is the degree of factualness with which CSR
information is displayed. Some ads use only general wordings, while others
describe very specific examples
Ads about CSR using specific wording are perceived as more credible than
ads using only general wording
Ads about CSR using specific wording are perceived as more diagnostic for
judging the company’s CSR than ads using only general wording
This increased credibility and diagnosticity of specific ads translates into
more favorable perceptions of the company, i.e., a more favorable corporate
reputation
Corporate advertising is a widely used and highly visible form of corporate communication. Each year, organizations spend billions of dollars on corporate advertising campaigns (Blankenhorn 1998). These advertisements focus on a company as a whole instead of specific products. They are generally aimed at improving the company’s image among the general public, often with respect to corporate social responsibility (CSR). Several studies have confirmed that corporate advertising focusing on CSR can have a positive influence on corporate reputation (Davis 1994a; Winters 1988). For example, Chevron’s “People Do” campaign, which focused on the company’s environmental efforts has run for many years. It has substantially improved Chevron’s image, even among sceptical audiences (Winters 1988). However, not all such campaigns have been so successful. Therefore, an important question is what factors determine the success of a CSR ad campaign in terms of the establishment of a favorable corporate reputation.
