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Nhan đề : A reputational approach examining publics' attributions on corporate social responsibility motives
Tác giả : Hyo-Sook Kim
Năm xuất bản : 2011
Nhà xuất bản : Department of Journalism, PR and Advertising, Soongsil University, Seoul, Republic of Korea
Trích dẫn : Asian Journal of Communication. - 2011. - Vol.21, No.1. - P. 84- 104
Tóm tắt : This study introduced publics’ perceived attribution about the sincerity of corporate social responsibility (CSR) purposes as the main reason why publics react differently to companies that practice similar CSR activities. The effects of congruence of CSR activities and the source of CSR-related information on publics’ attribution were examined using prior corporate reputation as a moderator in an experimental setting. Overall, the study found that corporate reputation moderated publics’ perceived attributions on the sincerity of the CSR purposes. Sincere motives were more severely downgraded when a negatively-reputed company engaged in a high-congruence CSR activity and used a company source than when a highly-reputed company did.
URI: http://elib.hcmussh.edu.vn/handle/HCMUSSH/141642
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