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"Podnar, Klement"
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A Dynamic Review of the Emergence of Corporate Social Responsibility Communication
Recent reviews show a rapid increase in the corporate social responsibility (CSR) communication literature. However, while mapping the literature and the field of CSR communication, they do not fully capture the evolutionary character of this emerging interdisciplinary endeavour. This paper seeks to fill this gap by presenting a follow-up study of the CSR communication literature from a dynamic perspective, which focuses on micro-discursive changes in the field. A bibliometric approach and frame theory are used to examine (dis)continuities in the development of field ‘frames’ in three consecutive periods between 2002 and 2016. The article highlights the growing fragmentation of the CSR communication field over time and the existence of 11 distinct frames during the field’s emergence, whereby the two most prominent in the three time periods are the reporting and business case frames. Regardless, they are subjected to discursive changes as well. For example, they become split into stakeholder-focused, business case and institutionalisation frame and contested by the constitutive logic, respectively. The paper argues that interdisciplinary fields like CSR communication can rarely exist without contestation. It also shows that micro-framing processes such as fragmentation, merging and extension visibly shape the identified field frames and the overall discursive dynamic of the CSR communication field while investigating their value for sustaining the field’s polyphonic state and further development. The study findings suggest that additional cross-fertilisation processes between the CSR communication literature and sustainability and digital communication research hold the potential to influence the next stage of the field’s discursive evolution.
Journal Article
Sustainable Consumption in Context: A Cross-Cultural Study of Social Representations
This study explores how consumers in developed and developing countries perceive sustainable food consumption and how these perceptions are shaped by local contexts. Using the theory of social representations, which frames sustainability as a system of values, ideas, and practices, we conducted a mixed-methods analysis of data from online focus groups in ten countries. The results reveal significant differences between sustainability frontrunners in developed countries and consumers in developing countries. Consumers in developed countries focus on immanent representations, linking sustainability to concrete practices such as recycling, buying organic products, and brand awareness. In contrast, consumers in developing countries adopt more transcendent views, emphasizing moral responsibility, tradition, and collective well-being, and often expecting government regulation to drive change. Barriers such as high cost, lack of knowledge, and skepticism reflect underlying socio-economic inequalities, particularly in developing contexts. The study highlights how global sustainability norms interact with local realities, revealing mismatches that limit the effectiveness of universal approaches. These findings underscore the need for context-sensitive policies and strategies that address local barriers while remaining consistent with global sustainability goals. More broadly, this research underscores the necessity of culturally tailored approaches to promote equitable and inclusive socio-ecological transformations.
Journal Article
Researching CSR and brands in the here and now: an integrative perspective
The inclusion of corporate social responsibility (CSR) in branding is becoming widespread both in research and practice. Companies engaging in CSR-related branding must adopt an integrative perspective on CSR branding by acting on CSR expectations and issues, considering CSR branding decisions and concentrating on relational brand elements and outcomes. The integrative perspective is illustrated in a model which serves as a framework for introducing the papers in this special issue. The papers address various topics in this model and bring up various relevant CSR branding considerations which should interest both researchers and managers in this area of study and practice.
Journal Article
The role of environmentally conscious purchase behaviour and green scepticism in organic food consumption
Purpose
Despite numerous scholarly attempts, there is a lack of consensus regarding the relevance of various factors used to promote organic food consumption. The purpose of this paper is to assess the impact of environmentally conscious purchase behaviour (ECPB) and green scepticism on organic food consumption. Moreover, the paper examines the indirect impact of attitudinal and contextual forces on organic food consumption (through ECPB).
Design/methodology/approach
The paper develops a conceptual model of organic food consumption. Data were collected through an online survey on a sample of 462 consumers in Slovenia. Structural equation modelling was used to test the hypothesised relationships.
Findings
The findings indicate that ECPB positively and green scepticism negatively affects organic food consumption. In addition, ECPB is positively influenced by personal and social norms, perceived availability and consumer sustainability orientation. Interestingly, the social norms exert the strongest indirect effect on organic food consumption.
Research limitations/implications
This study informs organic food producers and policy makers about the relative importance of ECPB and scepticism for increasing organic food consumption. It also highlights the role of general attitudinal and contextual factors for ECPB and organic food consumption.
Originality/value
The proposed model enables a better understanding of the relevance of ECPB, its antecedents and green scepticism as (direct or indirect) determinants of organic food consumption.
Journal Article
CSR communication: quo vadis?
Purpose - This paper aims to introduce the special issue on CSR communication attached to the First International CSR Communication Conference held in Amsterdam in October 2011. The aim of the introduction is also to review CSR communication papers published in scholarly journals in order to make a summary of the state of CSR communication knowledge.Design methodology approach - The existing literature on CSR communication was approached via systematic review. with a combination of conventional and summative qualitative content analysis. The final dataset contained 90 papers from two main business and management databases, i.e. EBSCOhost and ProQuest.Findings - Papers were coded into three main categories. The results show that the majority of the papers are concerned with disclosure themes. Considerably less salient are papers that fall under process-oriented themes and the outcomes consequences of CSR communications. The most important outlets for CSR communication-related topics are Journal of Business Ethics and Corporate Communications: An International Journal.Originality value - This paper represents the first attempt to perform a systematic and comprehensive overview of CSR communication papers in scholarly journals. Its value is in making this rather vast and heterogeneous literature more visible and accessible to all CSR communication scholars.
Journal Article
CSR expectations: the focus of corporate marketing
Purpose - The purpose of this paper is to investigate the link between individuals' expectations of corporate social responsibility (CSR) and their readiness to support the socially responsible behaviour of companies in light of the expectational relationship a company has with its stakeholders, as defined in the corporate marketing model.Design methodology approach - The data were collected using an online survey of 354 respondents from different backgrounds. The sample was 57 per cent female and 43 per cent male with 66 per cent of respondents aged between 20 and 40 years. The authors conducted descriptive statistics, a factor analysis, and structural equation modelling.Findings - The results show that expectations of ethical-philanthropic CSR tend to have a significant positive influence on both types of intended CSR support by customers.Research limitations implications - The limitation of the research is the limited scope of the model. For more insight into the relevance of CSR for corporate marketing, it would be interesting to include other relevant variables from this field, such as identification with a corporate brand and corporate reputation.Practical implications - The model suggests that ethical-philanthropic responsibilities seem to lead to a competitive advantage which is based on a desired customer response and reward. This is in line with the main focus of corporate marketing, which is the meeting of stakeholder and societal needs.Originality value - The paper empirically considers and challenges the acknowledged Carroll's classification of CSR, and links it with the readiness to support socially responsible behaviour of companies in general. In addition, it links the notion of CSR with that of corporate marketing, which strives to develop meaningful relationships with customers and other stakeholders.
Journal Article
Exploring selected antecedents of consumer–brand identification
PurposeThe purpose of this paper is to examine how brand anthropomorphism (BA), consumer–brand engagement (CBE), consumer skepticism and brand prestige influence consumer–brand identification (CBI).Design/methodology/approachThe proposed theoretical model is tested using structural equation modelling approach on the data gathered from 464 consumers.FindingsThe paper shows that being more engaged in consumer–brand interactions and perceiving a brand as more humanlike and prestigious increases consumer’s identification with product brands. On the other hand, consumer skepticism towards advertising only slightly decreases their identification. CBI is shown to have a strong positive influence on brand loyalty.Research limitations/implicationsThe study restricts itself to those brands that consumers know well and are somehow close to them. It might prove worthwhile to replicate the study to broaden the inferences beyond the criteria used in this study.Practical implicationsTo strengthen consumers’ identification with their brands, organisations should maintain a focus on interactions with their target consumers. Specifically, companies should expose their human-like character and engage consumers in company’s offerings. Also, companies should take care for keeping their competitive edge to be perceived as more prestigious than the competition.Originality/valueWhile previous papers studying drivers of CBI focused mainly on brand associations that help satisfy one of consumer’s self-definitional need, this paper aims to define the drivers of CBI by examining the origins of consumer’s interactions with brands. The paper proposes CBE and BA as two vital antecedents of CBI.
Journal Article
The Quest for the Corporate Reputation Definition: Lessons from the Interconnection Model of Identity, Image, and Reputation
This paper discusses the ongoing quest to define corporate reputation in the literature. It shows that while some attempts to define this concept have been quite fruitful, they have failed to present a basis for further studies in this area. The paper argues that an additional investigation into the relationships between the three main concepts of identity, image, and reputation might help scholars evaluate and elaborate on the existing definitions. In doing so, it builds on a model introduced in the corporate reputation literature by Whetten (Corporate Reputation Review 1:26–34, 1997) to deal with these relationships.
Journal Article
Corporate Communication
Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or PR perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organization. Step by step, this text introduces the main concepts of the field, including discipline and function frameworks, corporate identity, corporate and employer branding, corporate social responsibility, stakeholder management, storytelling, corporate associations, identification, commitment and acceptability.
In order to help reinforce key learning points, grasp the essential facts and digest and retain information, the text offers a comprehensive pedagogy, including: chapter summaries; a list of key words and concepts; case studies and questions at the end of each chapter. Principles are illustrated through a wealth of real life examples, drawn from a variety of big, small, global and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si Mobil, BP, Harley-Davidson and Coca-Cola.
This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subject.
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