Entwicklung und Überprüfung eines konzeptionellen Modells
If a company decides to communicate activities supporting sustainability, the resulting question is what would be the best way to strengthen the brand image in the long run. The communication of corporate social responsibility (CSR) is closely linked with the issue of credibility. Also, it needs to be decided which communication tool should be chosen for the most efficient communication. In the CSR literature only few articles were dedicated to these issues. This thesis examines the influence of the medium on the interaction between CSR communication and attitude towards the brand by developing a conceptual model. This model was generated on the basis of five preliminary studies that have used a multi-method research approach. Subsequently, the model was empirically tested by using an experiment for two service industries including two different brands for each industry, which provided evidence that emotional advertising has a positive effect on the emotional image of a brand. Furthermore, it can be demonstrated that “sustainable” advertising has an influence on the emotional image of a brand. These findings suggest a high external validity of the study, as the work of Polonsky and Jevons (2009) shows similar results. Moreover, it illustrates that CSR and brand management can be interconnected and thus should be added to the repertoire of brand management. Integrated CSR communication is able to generate more attention and more perception. The medium advertorial does not strengthen the image of the brand, whereas the tested advertisements did show an impact on the special brand models in two cases.