Corporate message strategies for global CSR campaigns : the mediating role of perceived altruism
Year of publication: |
2017
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Authors: | Rim, Hyejoon ; Song, Doori |
Published in: |
Corporate communications : an international journal. - Bingley : Emerald Publishing Limited, ISSN 1356-3289, ZDB-ID 1334346-4. - Vol. 22.2017, 3, p. 383-400
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Subject: | Multinational companies | Corporate social responsibility | Altruism | Consumer criticism | Global campaign | Message sidedness | Corporate Social Responsibility | Multinationales Unternehmen | Transnational corporation | Altruismus | Internationales Marketing | International marketing | Globalisierung | Globalization |
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