Fair Communication for Fair Trade : The effect of Fair Trade communication and previous CSR reputation and the mediating role of C- identification on PeWOM

Titre Fair Communication for Fair Trade : The effect of Fair Trade communication and previous CSR reputation and the mediating role of C- identification on PeWOM
Lien hypertexte Site de « http://arno.uvt.nl »
Auteur HUBER, Nadia
Date 2018
Pagination 58 p.
Notes Travail universitaire - Tilburg University, Faculty of Humanities,Communication and Information Sciences, Specialization Business Communication and Digital Media.
Résumé «In recent years, companies owning a good reputation in corporate social responsibility (CSR) have become more important for consumers. Consumers value CSR efforts and hence, they may develop favourable behaviour towards such companies (Castaldo, Perrini, Misani, & Tencati, 2009; Mohan, 2009). Fair Trade is one of the dimensions of CSR and enables a company to contribute to fair business (e.g. Mohan, 2009). While only few studies focused on the combined effects of CSR reputation and Fair Trade communication on consumer behaviour, there is no evidence so far about what distinctive levels of Fair Trade communication causes in consumers. The present study investigated how previous CSR reputation and different percentages of Fair Trade on a chocolate bar (100% vs. 25% Fair Trade production) affect positive electronic word of mouth (PeWOM). Results from the experimental manipulation did not show significant differences on PeWOM between high or low previous CSR reputation as between fit or misfit of CSR reputation and Fair Trade communication. However, the analysis revealed a significant mediation effect of consumer-company identification (C-C identification) on the relationship between CSR reputation and PeWOM. Moreover, more skeptical consumers are less prone to engage in PeWOM as they show lower levels of C-C identification. The advice for marketers of chocolate brands would be to place a strong focus on CSR efforts to increase C-C identification and lower skepticism, which will eventually lead to more PeWOM.»

Mots-clés thématiques

Type de document