Academic Research
Corporate Reputation Review (2008) 11, 145–154. doi:10.1057/crr.2008.14
The Influence of Corporate Social Responsibility Campaigns on Public Opinion
Michael Pfau1, Michel M Haigh2, Jeanetta Sims3 and Shelley Wigley4
- 1University of Oklahoma, OK, USA
- 2Pennsylvania State University, PA, USA
- 3University of Central Oklahoma, OK, USA
- 4University of Texas at Arlington, AR, USA
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Abstract
An experiment was conducted to examine the influence of corporate social responsibility campaigns on public opinion. It was anticipated that corporate social responsibility campaigns, which communicate corporate good deeds, exert considerable positive influence on public opinion. Results supported this expectation. Corporate social responsibility campaigns enhanced people's perceptions of sponsors' image, reputation and credibility.
Keywords:
corporate citizenship, CSR
