Optimizing Brand Perceptions by Aligning Corporate Communication Strategy with Message Framing Strategy in CSR Messages

Extant experimental research in corporate social responsibility (CSR) separately has examined the effects of message framing (operationalized in numerous ways) and the effects of corporate communication strategy, which can emphasize either a corporation’s ability (CA) or its CSR efforts in trying to help society. To investigate the potential combined effects of message framing and communication strategy, the current 2x2 online experiment assessed the impact of episodic/thematic framing and a CA/CSR strategy on consumers’ brand perceptions and purchase intent. Based on the two message factors, each participant (N = 232) read one of four possible press releases about a company’s efforts to combat hunger, then responded to a series of questions, which were analyzed via MANOVA and PROCESS mediation models. Results indicated a straightforward pattern of interaction effects on brand attitude, purchase intent, and several related outcome measures–episodic framing performed best when the brand implemented a CA strategy, and thematic framing was more persuasive when a CSR strategy was employed. Further, several other important consumer perceptions (perceived credibility, altruism, and company reputation) mediated the relationships between message manipulations and brand-related outcome measures. Theoretical and practical implications are discussed.