Importance and conditions of effectiveness of CSR communications in franchise networks

What is it about?

The aim of this research work is to consider the relevance of CSR-related communication in franchise networks, with a focus on the perceptions and expectations of franchisors and franchisees and their customers. Three studies were conducted as part of this research: two qualitative studies with franchisors and franchisees in the first instance (N= 39), and their customers in the second instance (N=13), as well as an online ethnographic study of customer reactions (N= 871) to different CSR communications from the networks already interviewed. The results show that CSR communication remains very important in a context characterised by a growing interest in CSR commitment in companies in general and in franchise networks in particular. However, different conditions of effectiveness of this CSR communication have been identified. They can avoid its detrimental effects and increase its credibility.

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