Citation

Emelda Ming Xian, Chua and Tak Jie, Chan (2022) The Influence of Corporate Social Responsibility Communication and Corporate Image of Beverage Companies: A Customers’ Perspective. Journal of Arts and Social Sciences, 5 (2). pp. 1-14. ISSN 2590-4361

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Abstract

This study aims to examine the role of Corporate Social Responsibility (CSR) communication on the corporate image of selected beverage companies. The study identified six essential CSR communication dimensions, namely: (1) informativeness, (2) third-party endorsement, (3) personal relevance, (4) message tone, (5) consistency, and (6) transparency. Social exchange theory was utilized to guide the study. A self-administered questionnaire was collected through a purposive sampling technique. Data were collected from 298 respondents who are consumers of Coca-Cola or PepsiCo. However, only 161 valid respondents are aware of the CSR activities of the companies. Data were then analyzed using Statistical Package for the Social Sciences (SPSS) version 26. From the findings of the analysis, it was found that all the six hypotheses proposed are significant and accepted. This explains that the six CSR communication dimensions are strongly related to corporate image. Hence, companies must sincerely embrace the aspects of CSR communication as it implies that CSR communications help to maintain a good corporate image for the firm. This research will help the food and beverages (F&B) industry to know valuable insights into each CSR communication dimension and their relationship with the corporate image from the consumers’ perspective.

Item Type:	Article
Uncontrolled Keywords:	Corporate social responsibility communication, Corporate image, Beverage industry, Corporate & strategic communication
Subjects:	H Social Sciences > H1-99 Social Sciences (General) H Social Sciences > HF Commerce > HF5001-6182 Business > HF5717-5734.7 Business communication Including business report writing, business correspondence
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Mr. Chan Tak Jie
Date Deposited:	05 Apr 2022 04:34
Last Modified:	05 Apr 2022 04:34
URII:	http://shdl.mmu.edu.my/id/eprint/10065

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