@article{9a5109ef333d406e8ccf8a10e62b78e8,
title = "Getting CSR communication fit: A study of strategically fitting cause, consumers and company in corporate CSR communication",
abstract = "Companies experience increasing legal and societal pressure to communicate about their corporate social responsibility (CSR) engagements from a number of different publics. One very important group is that of young consumers who are predicted to be the most important and influential consumer group in the near future. From a value- theoretical base, this article empirically explores the role and applicability of {\textquoteleft}fit{\textquoteright} in strategic CSR communication targeted at young consumers. Point of departure is taken in the well-known strategic fit (a logical link between a company{\textquoteright}s CSR commitment and its core values) and is further developed by introducing two additional fits, the CSR- Consumer fit and the CSR-Consumer-Company fit (Triple Fit). Through a sequential design, the three fits are empirically tested and their potential for meeting young consumers{\textquoteright} expectations for corporate CSR messaging is discussed.",
keywords = "Corporate Social Responsibility, CSR, CSR communication, Consumers, Consumer-oriented CSR communication, Corporate identity, Values, Corporate values, corporate communication, Strategic Communication, Corporate branding, Triple Fit",
author = "Line Schmeltz",
year = "2017",
doi = "10.1177/2046147X16666731",
language = "English",
volume = "6",
pages = "47--72",
journal = "Public Relations Inquiry",
issn = "2046-147X",
publisher = "SAGE Publications",
number = "1",
}