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    Consumer Perceptions of CSR communication: An experimental investigation

    245452_245452.pdf (285.5Kb)
    Access Status
    Open access
    Authors
    Yong, Kah Hian
    Date
    2015
    Type
    Working Paper
    
    Metadata
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    Citation
    Yong, K.H. 2015. Consumer Perceptions of CSR communication: An experimental investigation, Marketing Insights, Working paper series, School of Marketing, Curtin University of Technology, School of Marketing.
    Additional URLs
    http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/14126
    Collection
    • Curtin Research Publications
    Abstract

    This research aims to find out the most effective Corporate Social Responsibility (CSR) message approaches that will contribute to favourable consumer CSR beliefs and attitude toward the company. Three message approaches: the use of narrative, invitational rhetoric and message ambiguity will be investigated. It is expected that consumer support for CSR and consumer scepticism will have moderating effects and consumer attribution of company motives will mediate the relationship between message approach and attitude toward the company. A series of laboratory experiments will be conducted with consumers as the participants. Quantitative data collected through the experiment will be analyzed and a research model will be tested. It is anticipated that the findings from this research will allow public relations and corporate communication practitioners to better identify effective CSR communication message approaches which lead to positive consumer CSR beliefs and attitude toward the company.

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