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dc.contributor.authorYong, Kah Hian
dc.date.accessioned2017-01-30T11:41:37Z
dc.date.available2017-01-30T11:41:37Z
dc.date.created2016-09-22T12:28:59Z
dc.date.issued2015
dc.identifier.citationYong, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/14126
dc.description.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.

dc.relation.urihttp://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/
dc.titleConsumer Perceptions of CSR communication: An experimental investigation
dc.typeWorking Paper
dcterms.source.volume2015008
dcterms.source.seriesMarketing Insights, Working paper series, School of Marketing
curtin.departmentSchool of Marketing
curtin.accessStatusOpen access


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