Reactions to the corporate social responsibility advertising of financial entities
ABSTRACT: LCSR communication is necessary but it remains a challenge because of the potential scepticism that it can provoke in audiences. Along this line, this study analyses consumer reactions - in terms of beliefs (attributions), affects (emotions and attitudes) and behaviour - to CSR advertiseme...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2018 |
| País: | España |
| Institución: | Universidad de Cantabria (UC) |
| Repositorio: | UCrea Repositorio Abierto de la Universidad de Cantabria |
| Idioma: | español inglés |
| OAI Identifier: | oai:repositorio.unican.es:10902/15645 |
| Acceso en línea: | http://hdl.handle.net/10902/15645 |
| Access Level: | acceso abierto |
| Palabra clave: | CSR Advertising Social reputation Attributions Emotions RSC Publicidad Reputación social Atribuciones Emociones |
| Sumario: | ABSTRACT: LCSR communication is necessary but it remains a challenge because of the potential scepticism that it can provoke in audiences. Along this line, this study analyses consumer reactions - in terms of beliefs (attributions), affects (emotions and attitudes) and behaviour - to CSR advertisements of financial entities with different social reputations. As a result, it was observed that reputation is a key variable, it explains differences in audience reactions, and it may condition the effectiveness of advertising. |
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