Communicating Corporate Social Responsibility and Brand Sincerity: A Case Study of Chipotle Mexican Grill's 'Food with Integrity' Program
Source of Publication
International Journal of Strategic Communication
Using a multidisciplinary case study approach, including in-depth interviews, a survey and text analysis, this research analyzes how U.S.-based fast-casual restaurant chain Chipotle Mexican Grill purposefully communicates its corporate social responsibility (CSR) programs to its publics and how its brand personality is perceived by its brand community. Previous research (e.g., Hoeffler and Keller, 2002) asserts there is a linkage between an organization's emphasis on CSR strategic communication efforts and its perceived brand sincerity. The results of this study indicate that Chipotle's most devoted public, its brand community, perceives sincerity to be the most salient dimension of Chipotle's brand personality. Theoretical implications are discussed.
Informa UK Limited
Social and Behavioral Sciences
Ragas, Matthew W. and Roberts, Marilyn S., "Communicating Corporate Social Responsibility and Brand Sincerity: A Case Study of Chipotle Mexican Grill's 'Food with Integrity' Program" (2009). All Works. 981.
Indexed in Scopus