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Companies Use Corporate Advertising to Increase Awareness of Corporate Social Responsibility Therefore Increasing Profitability

In: Business and Management

Submitted By erikajp722
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Companies use Corporate Advertising to increase awareness of
Corporate Social Responsibility Therefore Increasing Profitability

Erika Jean-Pierre
Saint Leo University

Abstract This review of literature will explore seven peer reviewed articles that report on results from research conducted on how companies use corporate advertising to increase awareness of corporate social responsibility thus increasing profitability. More specifically focusing on the advantages of corporate social responsibility and the positive benefits in profitability. This review of literature will incorporate various companies and industries from coffee, grocery, amusement parks, cars, oil production, alcohol, and casinos. It will analyze how corporate communication of corporate social responsibility enhances market share and drive increased profits.

Companies use Corporate Advertising to increase awareness of
Corporate Social Responsibility Therefore Increasing Profitability
Numerous studies have been conducted on corporate advertising to increase awareness of corporate social responsibility and increased profitability for business. Companies use corporate advertising to strengthen their identities and create a favorable mental picture in consumer’s mindset. On average, companies spend millions of dollars each year in their marketing budgets toward corporate advertising. With corporate advertising, companies are not necessarily looking to sell a product or service, but rather the company itself and its reputation. They are seeking to gain a particular corporate image. This image aims to associate their product with lifestyle of values. Their intended outcome is to increase consumer awareness, convert the awareness to familiarity, and use familiarity to influence consumer buying behavior (Argenti, 2013 p. 60). As Argenti (2013) stated, a great corporate advertising...

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