Make me happy, make it credible : the effect of CSR message framing on online brand engagement
Rebeca Cordero-Gutiérrez, Ahmad Aljarah, Manuela López and Eva Lahuerta-Otero
| Year of publication: |
2024
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|---|---|
| Authors: | Cordero-Gutiérrez, Rebeca ; Aljarah, Ahmad ; López, Manuela ; Lahuerta-Otero, Eva |
| Published in: |
Management decision. - Bingley : Emerald, ISSN 1758-6070, ZDB-ID 2023018-7. - Vol. 62.2024, 2, p. 532-548
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| Subject: | CSR communications | Evoked happiness | Message credibilitiy | Message framing | Online brand engagement | Corporate Social Responsibility | Corporate social responsibility | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Öffentlichkeitsarbeit | Public relations | Zufriedenheit | Satisfaction | Markenimage | Brand image | Experiment | Social Web | Social web | Prospect Theory | Prospect theory | Markenführung | Brand management | Marketingmanagement | Marketing management | Firmenimage | Corporate reputation | Online-Handel | Online retailing | Virales Marketing | Viral marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MD-01-2023-0049 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014637160