Effects of the type of CSR discourse for utilitarian and hedonic services
| Autor: | Andrea Pérez, María del Mar García de los Salmones, Elisa Baraibar-Diez |
|---|---|
| Přispěvatelé: | Universidad de Cantabria |
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Geography
Planning and Development TJ807-830 Context (language use) Management Monitoring Policy and Law Discourse TD194-195 Renewable energy sources Type of service Narrative 0502 economics and business GE1-350 CSR Service (business) Environmental effects of industries and plants Renewable Energy Sustainability and the Environment business.industry Communication 05 social sciences Exposition Hedonic service Banking Environmental sciences Utilitarian service Corporate social responsibility 050211 marketing Storytelling Corporate communication Catering Attribution business Psychology Social psychology 050203 business & management |
| Zdroj: | Sustainability 2020, 12, 4821 UCrea Repositorio Abierto de la Universidad de Cantabria Universidad de Cantabria (UC) Sustainability, Vol 12, Iss 4821, p 4821 (2020) Sustainability Volume 12 Issue 12 |
| Popis: | In a context of corporate social responsibility (CSR) communication, we explore whether the use of expositive versus narrative discourses interacts with the type of service commercialized by the company (utilitarian vs. hedonic) to determine consumer perceptions and responses to corporate communication. Our main proposal is that, as representative examples of utilitarian services, banking companies would benefit significantly from communicating their CSR efforts with expositive discourses, whereas narrative discourses would be more adequate for hedonic services (e.g., catering). To test the research hypotheses, we use a 2 (expositive/narrative discourse) x 2 (utilitarian/hedonic service) between-subjects experimental design where we expose 302 consumers to different combinations of CSR messages and we evaluate changes in their message attributions and internal and external responses to them. The findings show that the interaction effect is significant and it works in the expected direction for issue importance, CSR fit, and CSR attributions. However, for CSR impact, attitude, trust, purchase, and advocacy intentions, the findings suggest that narrative discourses work better than expositive discourses both for utilitarian and hedonic services. No significant differences between types of discourses are observed for CSR motives, CSR commitment, and C-C identification and the interaction effect is also not significant for these variables. |
| Databáze: | OpenAIRE |
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