Optimizing Brand Perceptions by Aligning CorporateCommunication Strategy with Message FramingStrategy in CSR Messages (2025)

To investigate the potential combined effects of message framing and communication strategy, the current 2x2 online experiment assessed the impact of episodic/thematic framing and a CA/CSR strategy on consumers’ brand perceptions and purchase intent. Results indicated a straightforward pattern of interaction effects on brand attitude, purchase intent, and several related outcome measures – episodic framing performed best when the brand implemented a CA strategy, and thematic framing was more persuasive when a CSR strategy was employed. Further, several other important consumer perceptions (perceived credibility, altruism, and company reputation) mediated the relationships between message manipulations and brand-related outcome measures. Theoretical and practical implications are discussed.