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Evaluating Stakeholders’ Interpretations of Corporate Sustainability Communications

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Abstract:

As organizations turn their attention to improving sustainable practices, it becomes increasingly important to communicate those practices with stakeholders. However, in a diverse society, stakeholder perceptions of corporate sustainability communications may vary widely. Therefore, this study explores how stakeholders’ personal values influence their assessments of organizational values and reputation in the context of corporate sustainability communications. Using literature regarding corporate reputation, selective perception, and values theory, a framework is proposed for understanding the relationship among these constructs. It is proposed that stakeholder evaluations of reputation are influenced by the similarity or dissimilarity of organizational values to stakeholder values. Furthermore, in the case when values are not clearly identified in communications, it is proposed that stakeholders’ selective perception of an organization’s values will be influenced by the stakeholders’ own values.
To explore this framework, a study was conducted in a controlled setting. Participants first reported their own values using the Short Schwartz's Value Survey (Lindeman & Verkasalo, 2005). Then, after viewing corporate sustainability communication materials for fictitious companies, participants responded to surveys regarding the companies’ reputations and perceived values. The results were analyzed using a series of dependent samples t-tests and correlations. Several relationships were uncovered, including indications that participants may, in some cases, selectively perceive a company’s value priorities to be opposite to their own. Furthermore, certain reputations scale items were found to be related to particular values. Implications and recommendations for future research are discussed.

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valu (255), compani (100), stakehold (81), particip (72), reput (71), 1 (63), corpor (61), organ (53), differ (52), 2 (52), may (50), correl (47), interpret (44), communic (41), self (39), sustain (37), evalu (36), studi (36), use (35), p (35), schwartz (34),
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Name: Association for Education in Journalism and Mass Communication
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http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p744230_index.html
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MLA Citation:

Bayliss, Lauren. "Evaluating Stakeholders’ Interpretations of Corporate Sustainability Communications" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2014-12-19 <http://citation.allacademic.com/meta/p744230_index.html>

APA Citation:

Bayliss, L. , 2014-08-06 "Evaluating Stakeholders’ Interpretations of Corporate Sustainability Communications" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada Online <PDF>. 2014-12-19 from http://citation.allacademic.com/meta/p744230_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: As organizations turn their attention to improving sustainable practices, it becomes increasingly important to communicate those practices with stakeholders. However, in a diverse society, stakeholder perceptions of corporate sustainability communications may vary widely. Therefore, this study explores how stakeholders’ personal values influence their assessments of organizational values and reputation in the context of corporate sustainability communications. Using literature regarding corporate reputation, selective perception, and values theory, a framework is proposed for understanding the relationship among these constructs. It is proposed that stakeholder evaluations of reputation are influenced by the similarity or dissimilarity of organizational values to stakeholder values. Furthermore, in the case when values are not clearly identified in communications, it is proposed that stakeholders’ selective perception of an organization’s values will be influenced by the stakeholders’ own values.
To explore this framework, a study was conducted in a controlled setting. Participants first reported their own values using the Short Schwartz's Value Survey (Lindeman & Verkasalo, 2005). Then, after viewing corporate sustainability communication materials for fictitious companies, participants responded to surveys regarding the companies’ reputations and perceived values. The results were analyzed using a series of dependent samples t-tests and correlations. Several relationships were uncovered, including indications that participants may, in some cases, selectively perceive a company’s value priorities to be opposite to their own. Furthermore, certain reputations scale items were found to be related to particular values. Implications and recommendations for future research are discussed.


Similar Titles:
Strategic Communication of Corporate Social Responsibility (CSR): Effects of Stated Motives and Corporate Reputation on Stakeholder Responses

Do Perceived Corporate Social Responsibility Motives and Perceptions of Consumers Influence Corporate Reputation?

Building Bridges Between Corporations and Their Publics: Does Perceived Corporate Social Responsibility Influence Organization-Public Relationships?


 
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