Corporate association strategies and consumer responses : the relative effectiveness of CA versus CSR communication strategy by industry type
Year of publication: |
2019
|
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Authors: | Kim, Yeonsoo ; Park, Hanna ; Kim, Jwa K. |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 25.2019, 2, p. 204-227
|
Subject: | consumer responses | corporate ability | Corporate association strategy | CSR | industry type | strategic communications | Corporate Social Responsibility | Corporate social responsibility | Öffentlichkeitsarbeit | Public relations | Konsumentenverhalten | Consumer behaviour | Strategisches Management | Strategic management |
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