Doing good matters to consumers : the effectiveness of humane-oriented CSR appeals in cross-cultural standardized advertising campaigns
Sandra Diehl, Ralf Terlutter and Barbara Mueller
| Year of publication: |
2016
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|---|---|
| Authors: | Diehl, Sandra ; Terlutter, Ralf ; Mueller, Barbara |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 35.2016, 4, p. 730-757
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| Subject: | corporate social responsibility (CSR) | international advertising | humane orientation | standardization | Corporate Social Responsibility | Corporate social responsibility | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Werbewirkung | Advertising effects | Standardisierung | Standardization | Kulturelle Identität | Cultural identity |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2015.1077606 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011585291