Innovative organizations’ CSR signaling: Consumer perceptions, expectations, and outcomes

Abstract

This research builds upon signaling theory and employs three studies to examine the unique CSR signaling of innovative organizations and the associated consumer perceptions, expectations, and outcomes. Archival data analysis reveals that high innovativeness organizations participate in more and distinct types of CSR signaling, compared to their less innovative counterparts. A theoretical framework integrating signaling and expectations theories explores whether the unique CSR signaling of innovative organizations aligns with consumer expectations and the associated outcomes. Two experimental studies demonstrate that consumers have heightened CSR signaling expectations for innovative brands, leading to greater purchase intentions when CSR practices and expectations align. A final study explores how multiple signals inform consumer expectations, specifically the interactive influence of a CEO transition signal. These findings yield insight into the unique CSR signaling of innovative organizations, the related consumer perceptions, expectations, and outcomes, and the importance of signal portfolio management to attain marketplace advantages.