Consumer Perceptions of CSR communication: An experimental investigation
This research aims to find out the most effective Corporate Social Responsibility (CSR) message approaches that will contribute to favourable consumer CSR beliefs and attitude toward the company. Three message approaches: the use of narrative, invitational rhetoric and message ambiguity will be inve...
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| Format: | Working Paper |
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2015
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| Online Access: | http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/ http://hdl.handle.net/20.500.11937/14126 |