FDV, Osrednja družboslovna knjižnica J. Goričarja, Ljubljana (ODKLJ)
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  • A Strategic approach to CSR communication : examining the impact of brand familiarity on consumer responses
    Türkel, Selin ...
    Despite the widely acknowledged importance of corporate social responsibility (CSR) com-munications, our knowledge is limited with regard to various factors affecting consumer re-sponses to such ... communication efforts. This paper aims to identify the extent to which priorbrand familiarity influences consumer responses to CSR communications through a con-trolled experiment, exploring whether the use of different communication functions for en-vironmental domain of CSR (i.e., publicity and advertising) generates any different effecton these responses. Findings reveal that familiar and unfamiliar brands do not differ fromeach other with regard to consumer attitude toward message, but elicit dissimilar responsesin terms of attitude toward brand and purchase intentions. The study leads to managerialimplications regarding the effective formulation and dissemination of CSR-related messagesin order to achieve stakeholder engagement. Copyright © 2015 John Wiley & Sons, Ltd andERP Environment
    Vir: Corporate social-responsibility and environmental management. - ISSN 1535-3958 (Vol. 26, no. 4, July/August 2016, str. 228–242)
    Vrsta gradiva - članek, sestavni del
    Leto - 2016
    Jezik - angleški
    COBISS.SI-ID - 204948739

    Povezava(-e):

    https://onlinelibrary.wiley.com/doi/epdf/10.1002/csr.1373
    DOI

vir: Corporate social-responsibility and environmental management. - ISSN 1535-3958 (Vol. 26, no. 4, July/August 2016, str. 228–242)

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