Communicating corporate social responsibility to involve stakeholders: The case of employer branding for university students

Research output: Contribution to journalJournal articleResearchpeer-review

  • Uberta Ganucci Cancellieri
  • Irene Petruccelli
  • De Dominicis, Stefano
  • Alessandro Groggia
  • Laura Illia
  • Marino Bonaiuto

Corporate Social Responsibility (CRS) is an effective marketing lever, and its effectiveness is mediated by the strategies companies use to communicate their CRS activities to stakeholders. The present research aims at assessing the effect of five CSR communicative strategies, ranked according to an increasing involvement level of stakeholders, on a fictional company's Employer Branding (EB). The company was presented to two samples of university students (n=167; n=112) via the administration of five different versions of a brochure, corresponding to five different communicative scenarios of CSR. A self-report questionnaire was administrated, with scales measuring the company's attractiveness, perceived prestige, intention to contact the company, and prospective engagement, as well as the company's perceived brand personality and CSR communication. Analyses report high levels of the EB dimensions in all five communicative scenarios, which however produce different perceptions of the company's brand personality.

Original languageEnglish
JournalRassegna di Psicologia
Issue number3
Pages (from-to)25-40
Number of pages16
Publication statusPublished - 2017
Externally publishedYes

    Research areas

  • Brand personality, Corporate social responsibility, Dialogue, Employer branding, Stakeholders

ID: 241049251