Publication: The Mediating Effect of Perceived Consu...
Master data
Title: | The Mediating Effect of Perceived Consumer Effectiveness on Attitude towards CSR Communication |
Subtitle: | |
Abstract: | A company’s engagement in Corporate Social Responsibility (CSR) and the provision of information about it are commonly understood as desired by consumers. However, recent literature describes “greenhushing”, the deliberate underreporting of CSR efforts for fear of negative customer opinions. This research investigates whether general attitudes towards CSR communication are worsened or improved by CSR communication (one-way or two-way CSR communication) as compared to non-CSR communication. The mediating role of perceived consumer effectiveness (PCE) is investigated. Results show that two-way CSR communication leads to higher attitudes towards CSR communication than non-CSR communication. Moreover, for this type of communication, PCE fully mediates the relationship. |
Keywords: |
Publication type: | Abstract (Authorship) |
Publication date: | 06.2018 (Recorded media (sound, image or data)) |
Published by: |
Proceedings of the 17th International Conference on Research in Advertising (ICORIA)
Proceedings of the 17th International Conference on Research in Advertising (ICORIA)
(
European Advertising Academy (EAA);
E. Bigné
)
to publication |
Title of the series: | - |
Volume number: | - |
Issue: | - |
First publication: | Yes |
Page: | p. 46 |
Versionen
Keine Version vorhanden |
Publication date: | 06.2018 |
ISBN: |
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DOI: | - |
Homepage: | - |
Authors
Andrea Ettinger (internal) |
Sonja Grabner-Kräuter (internal) |
Shintaro Okazaki (external) |
Ralf Terlutter (internal) |
Assignment
Organisation | Address | ||
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Fakultät für Wirtschafts- und Rechtswissenschaften
Institut für Unternehmensführung Abteilung für Marketing und Internationales Management
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AT - 9020 Klagenfurt |
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Peer reviewed |
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working groups | No working group selected |
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Publications: | No related publications |
Events: | No related events |
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