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The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion.

A 2×2 between‐subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia.

The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not.

The study was limited to Australia and used a fictitious brand in the experiment.

For marketing communications and brand managers, this study informs CSR‐based corporate image advertising.

Support for more socially responsible businesses through responsible consumption can potentially transform product attributes and markets. More effective CSR communication is critical to this response.

To date, no research has examined how consumer persuasion of CSR advertising claims might be enhanced using message variables. This study has implications for theory and practice for the effective communication of pro‐social achievements, and suggests further research areas.

In this article, message appeals along with the moderating effect of gender are examined on frequently used measures of ad effectiveness (i.e. ad likability, attitude to the issue, and behavioral intention) in the emerging domain of pro-environmental social advertising. The paper aims to discuss these issues.

This study employed a between-subjects 2 (gender)×3 (message appeal) factorial design, administered through a commercial online consumer panel firm based in the USA, which included 444 respondents across three markets: Australia, the UK and the USA.

Results show that of three frequently used message appeals (rational, negative emotional, and positive emotional), rational ad appeals are not as effective as emotional appeals. The study also shows that females respond more strongly to negative emotional appeals than males, while there is no significant difference in how males and females responded to positive emotional or rational ad appeals. In addition, the study demonstrates that the measure of ad likability, which is frequently used as a reliable copy-test measure in commercial marketing situations, is not a valid measure of ad effectiveness in the context of social advertising.

While the study included participants from three countries, Australia, the UK and the USA, the obvious limitation of the experimental design lies in the limited sample size. Further, while the ads' cognitive processing load was kept consistent across the three conditions, it may be possible that linguistic nuances across these markets might affect the ads' processing demands from one market to another. The consistency of the study's manipulation checks, however, might serve to offer support for the copy approach taken here.

This study reinforces previous studies in both the commercial and social marketing fields that suggest practitioners should be cautious of placing too much emphasis on this measure as an indicator of future ad performance.

The purpose of this paper is to develop a set of research propositions concerned with how the alignment between socially responsible corporate image and corporate identity might be enhanced through the reduction of scepticism by considering diagnostic dimensions of the corporate social responsibility (CSR) image advertising claim.

The paper reviews corporate image advertising, the tool investigated for informing about the firm's CSR record, discusses the scepticism construct and theoretical explanations of why this communication approach might induce scepticism, considers extant empirical findings that lend support to these theories, and describes several elements of CSR advertising claims considered to be diagnostic and capable of inhibiting scepticism responses to CSR image advertisements among consumers. Research propositions are advanced and discussed.

The paper provides conceptual insights into reducing consumer scepticism toward CSR‐based corporate identity communicated via corporate image advertising.

The paper advances four research propositions, and proposes a method for testing these propositions.

The paper acknowledges the increase in CSR‐based corporate image advertising, discusses why such communication approaches may be prone to consumer scepticism, and considers message elements to inhibit this persuasion‐eroding cognitive response.

This paper suggests a study to understand how corporate identity based on CSR achievements can be more persuasively communicated via CSR‐based corporate image advertising

This paper aims to introduce the special issue on CSR communication attached to the First International CSR Communication Conference held in Amsterdam in October 2011. The aim of the introduction is also to review CSR communication papers published in scholarly journals in order to make a summary of the state of CSR communication knowledge.

The existing literature on CSR communication was approached via systematic review. with a combination of conventional and summative qualitative content analysis. The final dataset contained 90 papers from two main business and management databases, i.e. EBSCOhost and ProQuest.

Papers were coded into three main categories. The results show that the majority of the papers are concerned with disclosure themes. Considerably less salient are papers that fall under process‐oriented themes and the outcomes/consequences of CSR communications. The most important outlets for CSR communication‐related topics are Journal of Business Ethics and Corporate Communications: An International Journal.

This paper represents the first attempt to perform a systematic and comprehensive overview of CSR communication papers in scholarly journals. Its value is in making this rather vast and heterogeneous literature more visible and accessible to all CSR communication scholars.

The purpose of this paper is to examine the literature of CSR before and in the aftermath of the financial crisis in 2008. The aim of the research question is to map out the consequences upon CSR derived from the crisis and to derive new principles of future CSR models to come consistent with the consequences of the financial crisis, and to suggest new research as well as policy-making possibilities to highlight the importance and necessary survival of CSR as an instrument for sustainable and financial progress.

This paper uses a literature review of CSR prior to and after the financial crisis 2008, with an emphasis on academic papers published in peer-reviewed journals.

The findings of the paper reveal that post-crisis CSR-models do not articulate anything that has not been mentioned before; however, they do strengthen former values of CSR, but still lack an overall formula of how the financial sector can adopt CSR in the core of their businesses, and transparently display their products, and the risk adhering to them. The paper proposes a new Four-“E”-Principle that may guide new CSR-models to accomplish this deficit. See under “Originality”.

The paper calls for a discussion on ways in which governments and businesses can enhance social responsibility, though balancing the requirements of more engagement from businesses, as well as public sector companies in CSR. This paper suggests some instrumental mechanisms of how governments can engage, not only multinational companies, but also smaller companies, and other kinds of organizations acting on the market, to make them engage more in CSR.

The paper proposes a new Four-“E”-Principle to guide the development of new CSR-models based upon the core of Schwartz and Carroll's “Three-domain CSR-model”, which the Principle extends and revises to: Economy, L/Egal, Environment, and Ethics. This Principle disentangles the dialectic relationship between economic and social responsibility; takes financial products into consideration; refines the definitions of good stakeholder engagement without the illusions of corporate “Potemkinity”; and considers the benefit of replacing the semiotic meaning of the “C” in CSR from “corporate” to “capitalism's social responsibility” in order to extend the concept towards a broader range of market agents.