Corporate heritage in CSR communication: a means to responsible brand image?

Abstract

Purpose

This paper seeks to explore whether corporate heritage as a component in planned communications can be important to foster a responsible corporate brand image among consumers.

Design/methodology/approach

A research model with three hypotheses was created and tested through linear multiple regression analysis, including 199 brands. The dependent variable, responsible brand image, was obtained from a Swedish consumer survey (n=8,015). The independent variables were measured through content analyses of the brands' webpages.

Findings

The findings support that presence of corporate heritage in corporate social responsibility (CSR) communication is positively related to responsible brand image with consumers. It is notable that the results indicate that corporate heritage identity on its own does not influence positive consumer perception on responsibility, unless it is linked to CSR communication.

Research limitations/implications

Previous research has indicated the significance of cultural context on what constitutes effective CSR communication. As this study is limited to a Swedish consumer sample, the authors therefore recommend further research including a wider national context in order to validate the findings.

Practical implications

The study and findings can inspire and inform companies how corporate heritage can be utilised in brand communications to facilitate CSR credibility among consumers.

Originality/value

By introducing history and heritage as a perspective on CSR communication and responsible brand image, the paper adds to the growing literature on corporate heritage identity and branding. The findings also add to the CSR communication literature calling for more knowledge on elements that build effective CSR communication.

Citation

Blombäck, A. and Scandelius, C. (2013), "Corporate heritage in CSR communication: a means to responsible brand image?", Corporate Communications: An International Journal, Vol. 18 No. 3, pp. 362-382. https://doi.org/10.1108/CCIJ-07-2012-0048