Promoting corporate social responsibility message in COVID-19 advertising : how threat persuasion affects consumer responses to altruistic versus strategic CSR
Year of publication: |
2022
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Authors: | Xie, Quan ; Wang, Tianjiao |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 148.2022, p. 315-324
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Subject: | CSR appeal | CSR skepticism | Message credibility | Threat intensity | Warmth | Corporate Social Responsibility | Corporate social responsibility | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Coronavirus |
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