Previous studies on corporate social responsibility (CSR) communication suggest that firms’ social initiatives should be communicated through third-party, non-corporate sources because they are perceived as unbiased and therefore reduce consumer skepticism. In this article, we extend existing research by showing that source effects in the communication of social sponsorships are contingent on the brand’s pre-existing reputation. We argue that the congruence between the credibility and trustworthiness of the message source and the brand helps predict consumer responses to a social sponsorship. (...) The results show that a non-corporate source (publicity) generates more positive brand evaluations than a corporate source (advertising) when the sponsor has a positive reputation. However, the converse effect occurs when brand reputation is low: when the sponsor has a poor reputation, a corporate source generates more positive brand evaluations than a non-corporate source. Mediation analyses show that the interaction effect between CSR information source and brand reputation can be explained by sponsorship attitude, persuasion knowledge, and perceived fit between the brand and the cause. (shrink)

This comparative study explores 499 corporate social responsibility initiatives implemented by 178 corporations in five distinct, institutionally consistent European clusters. This study provides an empirically grounded response to calls to develop comprehensive, nuanced pictures of CSR in the composite European business environment. In so doing, the article stresses three distinct, non-exclusive approaches that characterize the embedding of CSR considerations in corporations’ strategies across Europe and the CSR challenges for corporations operating in different socio-political contexts. Furthermore, the study reaffirms the CSR (...) notion as a contextualized concept, shaped by socio-political drivers, and contributes by bridging macro-level, socio-political facets of CSR with its meso-level, organizational implications. (shrink)

J. E. Grunig's seminal work on excellence theory and subsequent works by other scholars advance the two-way symmetrical model as a best-practice approach to public relations. In part, two-way symmetry is preferred because of an assertion that it is the most ethical form of practice. However, only within a means-based deontological framework do two-way symmetry and the principle of dialogue emerge as universally ethical. Taking an ends-based utilitarian standpoint makes the potential ethical flaws of two-way symmetry apparent. Issues of moral (...) luck, hegemony, and the limitations of dialogue also pose problems for the moral primacy claims surrounding two-way symmetry. The analysis that follows points toward a need for a more relative and contingent approach to PR ethics, and by extension to PR practice itself. (shrink)