Consumer Perceptions of CSR communication: An experimental investigation

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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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Bibliographic Details
Main Author:	Yong, Kah Hian
Format:	Working Paper
Published:	2015
Online Access:	http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/ http://hdl.handle.net/20.500.11937/14126

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