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
收藏
页码：415 / 431
页数：17
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