Is native advertising effective for corporate social responsibility messaging? : how advertising recognition affects consumer responses to proactive versus reactive CSR
Linwan Wu, Holly Overton
| Year of publication: |
2021
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|---|---|
| Authors: | Wu, Linwan ; Overton, Holly |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 61.2021, 4, p. 382-396
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| Subject: | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Corporate Social Responsibility | Corporate social responsibility |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2020-019 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012813774