Doing good matters to consumers : the effectiveness of humane-oriented CSR appeals in cross-cultural standardized advertising campaigns
Year of publication: |
2016
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Authors: | Diehl, Sandra ; Terlutter, Ralf ; Mueller, Barbara |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 35.2016, 4, p. 730-757
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Subject: | corporate social responsibility (CSR) | international advertising | humane orientation | standardization | Corporate Social Responsibility | Corporate social responsibility | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Standardisierung | Standardization | Kulturelle Identität | Cultural identity |
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