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- W1968323975 abstract "This study proposes a synergistic model of corporate communication strategy (corporate ability strategy, corporate social responsibility strategy, and hybrid strategy) on consumer responses and tests the model using 2 Fortune 500 companies (Kellogg and Motorola). The study found that when a company is well-known to consumers as Motorola and Kellogg used in this study, a CSR strategy is more effective in influencing both consumer corporate ability (CAb) and CSR associations and in turn, company/product evaluations. Additionally, consumers tend to automatically assume a company is good at making reliable products when they associate the company with strong CSR, indicating transferring effects of CSR associations onto CAb associations, and onto company/product evaluations. The study results also suggest that the direct influences of CSR associations differ based on industry type. A company that produces high risk involved products such as Motorola, might not experience as strong CSR associations' effects on consumer responses as a company in other industry type like Kellogg." @default.
- W1968323975 created "2016-06-24" @default.
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- W1968323975 date "2011-03-30" @default.
- W1968323975 modified "2023-10-17" @default.
- W1968323975 title "Transferring Effects of CSR Strategy on Consumer Responses: The Synergistic Model of Corporate Communication Strategy" @default.
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- W1968323975 doi "https://doi.org/10.1080/1062726x.2011.555647" @default.
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