Is Publicity Always Better than Advertising? The Role of Brand Reputation in Communicating Corporate Social Responsibility
Previous studies on corporate social responsibility (CSR) communication suggest that firms’ social initiatives should be communicated through third-party, non-corporate sources because they are perceived as unbiased and therefore reduce consumer skepticism. In this article, we extend existing resear...
| Authors: | ; |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer Science + Business Media B. V
2014
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| In: |
Journal of business ethics
Year: 2014, Volume: 124, Issue: 1, Pages: 149-160 |
| Further subjects: | B
Source effects
B Corporate social responsibility B Publicity B Reputation B Advertising |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |