CSR: credibility can be an issue

And here is a study that says that consumer do not respond positively to all messages of social responsibility. This does not mean that business and its responsibility to society should  be set aside. It means that we need to prepare the brand ground before we plant in it ideas about the brand’s social commitments. Without this all consumers have is an credibility gap.  Essentially the brand should be recognized for some of the values that social commitment will underscore.




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