EFFECTIVENESS OF CORPORATE RESPONSIBILITY ADVERTISING MESSAGES OF AUTOMOBILE COMPANIES AMONG AUDIENCE PERCEPTION

Automobile companies are spending more on advertising and branding to reach their target customers because of unprecedented hyper intensive competition in the market place. Corporate social responsibility (CSR) is a handy tool that companies use it to enlighten about their good practices with the society. Consumer awareness of a company's social responsible initiative is a key precondition to induce positive reactions to such activities (Bhattarcharya and Sen, 2004; Du et al., 2010). If consumer awareness is low, the effect of CSR initiatives on purchasing behavior is only of theoretical, not practical, relevance. Due to the low levels of general CSR awareness, previous research considers this concept as a key stumbling block for companies looking to reap the positive benefits of engaging in such activities. This points to a key deficiency in most CSR strategies (i.e., the lack of effective communication).This paper aims to reveal the insights and opinion of general public about the impact of CSR message appeals of automobile companies. This study may also to explore impact of CSR message appeals on brand image of the firms which are campaigning about their social responsible efforts.