A Study on the Interaction between Corporate Reputation and Negativity Framing on Consumer Evaluation of Corporate Social Responsibility

Do corporate social responsibility (CSR) initiatives lead to positive outcomes for companies? Although it is commonly accepted that CSR is a necessary component of modern marketing communication, the empirical evidence shows that that is not always the case. If CSR is sometimes not conducive to bett...

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Bibliographic Details
Main Authors: Chungyeol Lee, Dae Ryun Chang, Nayeon Kim, Hosun Lee
Format: Article
Language:English
Published: Korean Marketing Association 2016-01-01
Series:Asia Marketing Journal
Subjects:
Online Access:https://amj.kma.re.kr/journal/vol17/iss4/6/