Emelda Ming Xian Chua & *Tak Jie Chan
Emelda Ming Xian Chua
Faculty of Education, Languages & Psychology, SEGi University Selangor, Malaysia.Email: emeldachua@gmail.com
*Tak Jie Chan
Faculty of Applied Communication, Multimedia University Cyberjaya, Selangor, Malaysia.Email: tjchan@mmu.edu.my
Abstract
This study aims to examine the role of Corporate Social Responsibility (CSR) communication on the corporate image of selected beverage companies. The study identified six essential CSR communication dimensions, namely: (1) informativeness, (2) third-party endorsement, (3) personal relevance, (4) message tone, (5) consistency, and (6) transparency. Social exchange theory was utilized to guide the study. A self-administered questionnaire was collected through a purposive sampling technique. Data were collected from 298 respondents who are consumers of Coca-Cola or PepsiCo. However, only 161 valid respondents are aware of the CSR activities of the companies. Data were then analyzed using Statistical Package for the Social Sciences (SPSS) version 26. From the findings of the analysis, it was found that all the six hypotheses proposed are significant and accepted. This explains that the six CSR communication dimensions are strongly related to corporate image. Hence, companies must sincerely embrace the aspects of CSR communication as it implies that CSR communications help to maintain a good corporate image for the firm. This research will help the food and beverages (F&B) industry to know valuable insights into each CSR communication dimension and their relationship with the corporate image from the consumers’ perspective.
Keyword: Corporate social responsibility communication, corporate image, beverage industry, Corporate & strategic communication
CTK0011