REACTIONS TO THE CORPORATE SOCIAL RESPONSBILITY ADVERTISING OF FINANCIAL ENTITIES

Abstract

CSR communication is necessary but it remains a challenge because of the potential scepticism that it can provoke in audiences. Along this line, this study analyses consumer reactions – in terms of beliefs (attributions), affects (emotions and attitudes) and behaviour – to CSR advertisements of financial entities with different social reputations. As a result, it was observed that reputation is a key variable, it explains differences in audience reactions, and it may condition the effectiveness of advertising.