Benoît-Moreau, Florence; Parguel, Béatrice - Université Paris-Dauphine (Paris IX) - 2011
This paper aims at understanding whether firms should engage in CSR communications towards consumers, or let …-parties credible information (positive information, negative, or absence of information) and company communication (generic vs. CSR … communication). Results show a systematic positive effect of CSR communication on corporate brand attitude, even when negative third …