Transferring Effects of CSR Strategy on Consumer Responses: The Synergistic Model of Corporate Communication Strategy

Abstract

This study proposes a synergistic model of corporate communication strategy (corporate ability strategy, corporate social responsibility strategy, and hybrid strategy) on consumer responses and tests the model using 2 Fortune 500 companies (Kellogg and Motorola). The study found that when a company is well-known to consumers as Motorola and Kellogg used in this study, a CSR strategy is more effective in influencing both consumer corporate ability (CAb) and CSR associations and in turn, company/product evaluations. Additionally, consumers tend to automatically assume a company is good at making reliable products when they associate the company with strong CSR, indicating transferring effects of CSR associations onto CAb associations, and onto company/product evaluations. The study results also suggest that the direct influences of CSR associations differ based on industry type. A company that produces high risk involved products such as Motorola, might not experience as strong CSR associations' effects on consumer responses as a company in other industry type like Kellogg.