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| Tekijä: | Jahdi, K.S. Acikdilli, G. |
| Otsikko: | Marketing communications and corporate social responsibility (CSR): Marriage of conversion or shotgun wedding? |
| Lehti: | Journal of Business Ethics
2009 : AUG, VOL. 88:1, p. 103-113 |
| Asiasana: | marketing communication social responsibility ethics reputation image |
| Kieli: | eng |
| Tiivistelmä: | This article examines the role that the various vehicles of marketing communications can play with respect to communicating, publicising and highlighting organisational CSR policies to its stakeholders. This article will also aim to evaluate the impact of such communications on an organisation's corporate reputation and brand image. Consumer cynicism and mistrust have been increasing due to the proliferation of unsubstantiated ethical claims and so-called "green washing" by some companies. This has made the task of communicating with stakeholders about its CSR credentials even more difficult. This article suggests that marketing communications tools can play a major role in conveying a company's CSR messages and communicating a more socially responsible image. |
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