Influence of company image on skepticism towards CSR communication: development over time

The practitioner community as well as academic researchers have raised the question if companies should not communicate CSR in case of a prior bad image. This quantitative study confirms that companies with an initially negative image will be perceived as less credible. However, contradicting previous assumptions, it also shows that a continuous CSR engagement could help even companies with an initially negative image to improve stakeholders’ perceptions of their CSR engagement.