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A Strategic approach to CSR communication : examining the impact of brand familiarity on consumer responsesTürkel, 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 EnvironmentVir: Corporate social-responsibility and environmental management. - ISSN 1535-3958 (Vol. 26, no. 4, July/August 2016, str. 228–242)Vrsta gradiva - članek, sestavni delLeto - 2016Jezik - angleškiCOBISS.SI-ID - 204948739
Avtor
Türkel, Selin |
Uzunoğlu, Ebru |
Demirbağ Kaplan, Melike |
Akıncı Vural, Beril
Teme
Blagovne znamke |
Družbena odgovornost podjetij |
Vedenje potrošnikov |
Strateško načrtovanje |
Tržno komuniciranje |
corporate social responsibility |
CSR |
communication strategy |
brand familiarity |
environmental domain |
adverticy and publicity |
korporativna družbena odgovornost |
komunikacijska strategija |
prepoznavanje blagovnih znamk |
okoljski vidik |
oglaševanje in publiciteta
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vir: Corporate social-responsibility and environmental management. - ISSN 1535-3958 (Vol. 26, no. 4, July/August 2016, str. 228–242)
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Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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Türkel, Selin | ![]() |
Uzunoğlu, Ebru | 59231 |
Demirbağ Kaplan, Melike | ![]() |
Akıncı Vural, Beril | ![]() |
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