Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions
| Autor: | García de los Salmones, María del Mar, Pérez Ruiz, Andrea |
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| Přispěvatelé: | Universidad de Cantabria |
| Rok vydání: | 2018 |
| Předmět: | |
| Zdroj: | Corporate social responsibility and environmental management. Volume 25, Issue 2, p. 194-208 UCrea Repositorio Abierto de la Universidad de Cantabria Universidad de Cantabria (UC) |
| Popis: | Despite companies' wishes to publicise their corporate social responsibility (CSR) activities, communication remains a challenge. This research study tries to contribute to the literature, analysing the antecedents and consequences of attitude towards a CSR advertisement in the financial sector. Specifically, we designed a causal model, which included the prior ethical reputation, the range of possible attributions, and the mix of emotions provoked by the advertisement. We surveyed 225 adults in Spain who evaluated a fictitious advertisement for companies of different ethical reputations, conveying a philanthropic cause. As a result, it was observed that the advertisement generated a mix of intrinsic and extrinsic attributions and a mix of positive and negative emotions, and the prior ethical reputation of the company was a key antecedent of the effectiveness of the communication. Furthermore, a good attitude towards the advertisement has rewards, in terms of improvement of attitudes towards the brand and behavioural intentions |
| Databáze: | OpenAIRE |
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