COMMUNICATING CSR AND BUSINESS IDENTITY IN THE CHEMICAL INDUSTRY THROUGH MISSION SLOGANS

被引：28

作者：

Verboven, Hans ^{[1
,2
,3
]}

机构：

[1] Univ Antwerp, Business Commun, Antwerp, Belgium

[2] Univ Antwerp, Business Eth, Antwerp, Belgium

[3] Univ Antwerp, CSR, Fac Appl Econ, Antwerp, Belgium

来源：

BUSINESS AND PROFESSIONAL COMMUNICATION QUARTERLY | 2011年 / 74卷 / 04期

关键词：

corporate social responsibility (CSR); CSR communication; mission slogan; corporate motto; BASF;

D O I：

10.1177/1080569911424485

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

This article analyzes the communication of corporate social responsibility (CSR) and corporate image in the chemical industry through mission slogans. Morsing's (2006) CSR communication framework is adapted for a comparative analysis of the strategies behind mission slogans. By grouping rhetorical strategies in a mission slogan into a mission slogan functionality grid, it was found that most chemical companies use the mission slogan to share their value proposition (CSR promise) and to present their often-stigmatized activities in a euphemistic way. This article offers the tools to use mission slogans as lenses through which to analyze corporate image strategies.

引用

页码：415 / 431

页数：17

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