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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2016-01-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol17/iss4/6/ |