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Luxury brands seek to differentiate themselves from competitors by engaging in corporate social responsibility (CSR) practices. Although many luxury brands participate in CSR activities, it is unclear if luxury brands communicate these CSR activities to consumers. Therefore, this study aims to explore two questions: are luxury jewelry brands communicating CSR (including women’s empowerment) in their advertising? And how should luxury jewelry brands communicate CSR messages in their advertising?

This paper uses a content analysis of luxury jewelry print advertisements and in-depth interviews with 20 female jewelry consumers analyzed using grounded theory to construct the luxury brand CSR advertising strategies theory.

Very few (3%) of print advertisements contain CSR messages, including femvertising and the theory presents four paths for brands to consider when promoting CSR practices, namely, ethical sourcing, cause-related marketing product, a signal of product care and quality and signal of an authentic relationship with the consumer.

The model provides four potential CSR advertising strategies and guidelines luxury jewelry brands can use to create successful advertising campaigns.

Luxury jewelry advertising has not been empirically examined and the study fills gaps in the understanding of luxury brands’ communication strategies. It adds to the knowledge and theorizing of the use and appropriateness of CSR appeals in a luxury brand context.

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

Corporate social responsibility (CSR) has received significant attention and has become a global trend that challenges the role of business. The purpose of this study is to examine how the fashion industry responds to public pressure in terms of sustainability by promoting its CSR commitments through CSR advertising.

A quantitative content analysis was conducted to examine how the fashion industry advertises its CSR commitments on social media. To explore the trend and various perspectives of CSR advertising presented by the fashion industry, the top six fashion brands that are well known for their sustainability performance were selected and their Instagram posts from 2019 were fully investigated.

The findings from the study indicate that the fashion industry uses different strategies for CSR advertising campaigns. It provides evidence that fashion brands, overall, focus on sustainability efforts for the environment and visually communicate their CSR practices through a framework that highlights greenness and environmentally friendly messages in CSR advertising.

CSR allows organizations to communicate with consumers about how business can be operated for a sustainable future. CSR advertising is an emerging field as company's CSR practices can create strategic benefits when the practices have high visibility. However, little work has been done to analyze CSR advertising on social media. Therefore, the present study adds values to the existing literature on CSR advertising, which is important to both academic researchers and practitioners.

This paper aims to examine the B2B advertising effect on firm’s market value and whether/how its effectiveness can be enhanced with corporate social responsibility (CSR) strengths.

The authors propose that CSR can be a strategic complement to advertising and reinforce the latter’s positive effect on a firm’s performance in two logics: signaling mechanism and defensive mechanism. Using the Kinder, Lydenberg, and Domini database and final data obtained from Compustat, the authors applied fixed effect regression analysis to test the interaction effect of advertising expense and CSR strengths on firms’ market performance as operationalized in Tobin’s Q.

The result confirms that CSR moderates the B2B advertising effect on a firm’s market value. More importantly, the authors find that internal CSR activities that are closely related to a firm’s core business, compared to external CSR activities, more significantly enhance the advertising effectiveness on a firm’s market value.

This research provides guidelines for B2B firms to better prioritize resource allocation to CSR practices for achieving a better financial outcome.

The current study on the joint effect of advertising and CSR has important theoretical and managerial implications, given both tools are commonly used by most B2B firms but not necessarily integrated into one corporate marketing strategy.

This research aims to probe the relevance of CSR by testing the relations among consumers' attitudes toward firms' advertising disclosures, attitudes toward CSR practices, perceived trust toward firms, attitudes toward firms, and behavioral intentions.

This study uses an online survey with a convenient sampling consisting of college students. In particular, this study uses mobile phone companies' advertising disclosures in general as the focus of its survey questions.

The results reveal that consumers' positive attitudes toward firms' advertising disclosures enhance their attitudes toward firms' CSR practices and perceived trust toward firms, whereas consumers' attitudes toward CSR practices mediate the effect of their attitudes toward advertising disclosures on enhancing their perceived trust toward firms. Moreover, consumers' attitudes toward firms mediate the effect of their perceived trust toward firms on enhancing their behavioral intentions.

Despite the inherent limitations of this study, which have to be confirmed in future research, the results may encourage firms to practice their advertising disclosures responsibly. Moreover, the results of this study may help investigate the extent to which firms may benefit from reinforcing their advertising disclosures.

This paper adds value to the existing literature on CSR and promotes the effective management of socially responsible business through implementing more responsible advertising practices.

This study clarifies the relationship between corporate social responsibility (CSR) news reports and firm value and identifies the mechanisms that constitute this relationship. Specifically, it identifies the roles of word of mouth (WOM) and traditional advertising in this relationship.

The data set used for the analysis covers 77 firms in Korea from 2012 to 2015. The random-effects model is applied to verify three hypotheses. Using a three-step regression analysis and the Sobel test, this study reveals the roles of WOM and advertising expenditure in the relationship between CSR news reports and firm value.

CSR news reports positively affect firm value, and this relationship is mediated by WOM and moderated by advertising expenditure. Notably, the positive effect of WOM on firm value is stronger for companies that spend less on advertising.

The evidence implies that marketing managers could benefit from not only conducting CSR activities but also widely publicizing them. CSR news reports could help companies enhance public awareness of and interest in them.

This is the first study to investigate the influence of CSR news reports using empirical data in Korea.

Drawing from the theory of how relevant items are processed in memory when making judgements, this study aims to test for recency effects between CSR advertising and related, negative news on how a company is perceived and the explanatory roles of environmentalism, attribution and both feelings and attitudes towards the advertising itself.

This study uses between-subjects experimental design with pretests.

Order effects exist, which, when ads and news are similarly influential, evidence a recency effect. The process is explained by both the mediating influence of attribution of blame and the moderation of this influence by attitude towards the environment. Differences between the effectiveness of ads are explained by the mediating influence of attitudes towards and feelings about the ad together with the moderation of this influence by involvement in the ad context.

Corporate social responsibility (CSR) ads should be pretested in the context of related but negative news, and not just on their own, to ensure they can buffer such news. CSR ads can be more effective when following rather than preceding such news and should not be withdrawn if such a crisis occurs.

The research first attempts to explain recency effects theoretically from the influence of CSR ads on negative CSR-related news. It also shows the determining factors in how such effects influence consumers by considering attribution, environmentalism, attitude to the context and attitude and feelings towards CSR ads.

Organizations achieve brand awareness through marketing efforts. Studies show that advertising plays a central role in garnering results. The purpose of this paper is to analyze the corporate social responsibility (CSR) advertised by a retail bank in Brazil.

Critical discourse analysis (CDA) was adopted, with the three steps proposed by Fairclough: textual analysis, processing analysis, and social analysis. This approach allows in‐depth analysis of the CSR discourse present in communications of organizations with their target.

Literature indicates that consumers prefer to obtain personal advantages rather than benefits to the environment in which they live. This could influence organizations’ preference towards communication campaigns that demonstrate CSR actions, and that additionally communicate benefits which individuals receive. However, one of the largest banks using advertising limited to CSR‐specific aspects achieves impressive brand awareness results.

This study presents evidence that CSR advertising can stimulate brand awareness without using commercial aspects in its content.

In today's world, all firms’ corporate social responsibility (CSR) actions are coming under increasing public scrutiny. This is especially true for large companies whose decisions can and do have impact on society. Public service advertisements (PSAs), a mass-media approach, are advertisements which inform audiences of a firm's CSR actions and enhance its public image. In this chapter, we focus on a supply chain system consisting of two firms and their coordination strategy for public service advertising. To describe the synergistic effect between a PSA and a normal commercial advertisement, a modified Nerlove–Arrow model is employed in this chapter. Using differential game theory, we calculate and compare the optimal advertising levels for each stage of the supply chain system under two different decision scenarios, i.e., (i) the two firms make decisions independently and (ii) the two firms make decisions as an integral system. A coordination mechanism on the public service advertising between the two firms has also been proposed for the supply chain system and has been proved effective.

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.