Corporate social responsibility (CSR) advertising can differentiate brands and
create product value, and an appropriate messaging strategy can help corporations
launch persuasive CSR advertisements. This study employed a 2 × 2 mixed experimental
design to operate two independent variables—message strategy of CSR
advertising (CSR-informational advertising vs. CSR-transformational advertising)
and the level of need for cognition (high-NFC vs. low-NFC)—in order to examine
the effect of these variables on consumers’ attitudes toward advertising
and brands. Three primary conclusions were reached: 1) the message strategy
of CSR advertising influenced consumers’ attitudes toward advertising and
brands; 2) NFC levels influenced consumers’ attitudes toward advertising and
brands; and 3) individuals with high NFC exhibited more positive attitudes toward
advertisements and brands in the CSR-informational advertising compared
with those in the CSR-transformational advertising. Overall, using advertising
to promote CSR activities can strengthen corporate image, promote
consumer behavior, and consolidate consumers’ brand loyalty; however, corporations
must actively consider how to appropriately design CSR advertising
content.
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