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Advertising Corporate Social Responsibility: Results From An Experimental Manipulation Of Key Message Variables, Alan Pomering, Lester W. Johnson, Gary Noble
Advertising Corporate Social Responsibility: Results From An Experimental Manipulation Of Key Message Variables, Alan Pomering, Lester W. Johnson, Gary Noble
Gary Noble
Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach: A 2x2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia. Findings: The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not. Research limitations/implications: The study was limited to Australia and used a fictitious brand in the experiment. Practical implications: For marketing communications and …