The influence of interactive, non-interactive, implicit and explicit CSR communication on young adults’ perception of UK supermarkets’ corporate brand image and reputation

Abstract

Purpose – Corporations communicate CSR policies through a variety of methods, and the goal of the study is to explore young adult consumers’ communication preferences and the implications for managers to effectively communicate CSR to boost their corporate brand image and reputation. Design/methodology/approach – Set within the context of the UK supermarket industry, the study adopts a qualitative research approach and a purposeful sampling method, collecting data from thirty young adult consumers in the South East of the UK. The data collection method used was online bulletin board focus groups, face-to-face focus groups, face-to-face interviews, and an online questionnaire. Research propositions are developed, evaluated and synthesized into a conceptual framework. Findings – The findings show that interactive CSR communication functions as an effective method of improving consumers’ emotional brand value, knowledge and memory of supermarket CSR. The findings have the potential to induce a more positive perception by young adults of supermarket CSR corporate brand image and reputation. Research and practical implications – The implications for theory development are in the under-researched area of interactive CSR communication. The research provides practical strategic recommendations regarding effective communications to help guide managers in their planning and execution of their CSR endeavours. Originality/value – The research provides new empirical insights into theory and knowledge of interactive CSR communication and how supermarkets can communicate CSR in a manner, which is appealing and engaging for young adult consumers, therefore more likely to strengthen their perception of a supermarket corporate brand image and reputation.

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