19. Communicating Corporate Social Responsibility through Corporate Image Advertising

  1. Dr. Øyvind Ihlen2,
  2. Jennifer L. Bartlett PhD3 and
  3. Steve May PhD4
  1. Alan A. Pomering PhD

Published Online: 28 SEP 2011

DOI: 10.1002/9781118083246.ch19

The Handbook of Communication and Corporate Social Responsibility

The Handbook of Communication and Corporate Social Responsibility

How to Cite

Pomering, A. A. (2011) Communicating Corporate Social Responsibility through Corporate Image Advertising, in The Handbook of Communication and Corporate Social Responsibility (eds Ø. Ihlen, J. L. Bartlett and S. May), Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781118083246.ch19

Editor Information

  1. 2

    University of Oslo, Norway

  2. 3

    Queensland University of Technology, Australia

  3. 4

    University of North Carolina, Chapel Hill, USA

Author Information

  1. University of Wollongong, Australia

Publication History

  1. Published Online: 28 SEP 2011
  2. Published Print: 24 JUN 2011

ISBN Information

Print ISBN: 9781444336344

Online ISBN: 9781118083246

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Keywords:

  • communicating CSR through corporate image advertising;
  • corporate image advertising and corporate identity and reputation;
  • CSR, competitive corporate marketing strategy;
  • Opinion Research Corporation (ORC);
  • corporate image advertising communication technique;
  • advertising, promoting the company than its products;
  • awareness of and attitude to corporate brand;
  • Dowling's typology in using corporate image advertising;
  • marketing exchanges between firm and its key audiences;
  • message structure of communication technique

Summary

This chapter contains sections titled:

  • Corporate Image Advertising: An Overview

  • Theoretical Background

  • Use of Corporate Image Advertising in CSR: A Case in Point

  • Overcoming the Obstacles to CSR Corporate Image Advertising

  • Reflections for Other Types of CSR Communication and Stakeholders

  • Conclusion

  • References