MANAGEMENT SLANT
- When the company is a member-owned business, rather than an investor-owned business, and communicates a corporate social responsibility (CSR) message, it evokes stronger purchase intentions.
- If they seek to optimize their CSR communication strategies, member-owned businesses should highlight their governance mode in their CSR communications, but investor-owned businesses generally should not.
- A CSR message is as powerful for influencing attitudes as is a message based on quality.
- In the banking field, European law increasingly imposes pricing and offer-alignment restrictions on competitors, so CSR may be a good alternative that can make the difference in consumers’ mind.
INTRODUCTION
Investors,...