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Corporate Heritage in CSR Communication: A means to responsible brand image?
Jönköping University, Jönköping International Business School, JIBS, ESOL (Entrepreneurship, Strategy, Organization, Leadership). Jönköping University, Jönköping International Business School, JIBS, Center for Family Enterprise and Ownership.
Brunel University, London, UK.
2013 (English)In: Corporate Communications. An International Journal, ISSN 1356-3289, Vol. 18, no 3, 362-382 p.Article in journal (Refereed) Published
Abstract [en]

Purpose: This paper explores whether corporate heritage as a component in planned communications can be important to foster a responsible corporate brand image among consumers. 

Design/methodology/approach: A research model with three hypotheses was created and tested through linear multiple regression analysis, including 199 brands. The dependent variable, responsible brand image, was obtained from a Swedish consumer survey (n=8015). The independent variables were measured through content analyses of the brands' webpages.  

Findings: The findings support that presence of corporate heritage in CSR communication is positively related to responsible brand image with consumers. It is notable that the results indicate that corporate heritage identity on its own does not influence positive consumer perception on responsibility, unless it is linked to CSR communication.

Research limitations/implications: Previous research has indicated the significance of cultural context on what constitutes effective CSR communication. As this study is limited to a Swedish consumer sample, we therefore recommend further research including a wider national context in order to validate the findings.

Practical implications: Our study and findings can inspire and inform companies how corporate heritage can be utilised in brand communications to facilitate CSR credibility among consumers.

Originality/value: By introducing history and heritage as a perspective on CSR communication and responsible brand image, we add to the growing literature on corporate heritage identity and branding. The findings also add to the CSR communication literature calling for more knowledge on elements that build effective CSR communication.

Key words: Brand image, Consumer perception, CSR, CSR communication, Corporate heritage identity, History, Heritage

Place, publisher, year, edition, pages
2013. Vol. 18, no 3, 362-382 p.
Keyword [en]
Brand image; Consumer perception; CSR; CSR communication; Corporate heritage identity; History; Heritage
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hj:diva-21207DOI: 10.1108/CCIJ-07-2012-0048Local ID: IHHESOLIS, IHHCeFEOISOAI: oai:DiVA.org:hj-21207DiVA: diva2:622356
Available from: 2013-05-21 Created: 2013-05-21 Last updated: 2014-09-18Bibliographically approved

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