Paper Title :A Study of the Choice of CSR Marketing Strategy and its Context-Dependent Nature
Author :Chih-Liang Wang, Yuan-Shuh Lii, May-Ching Ding
Article Citation :Chih-Liang Wang ,Yuan-Shuh Lii ,May-Ching Ding ,
(2024 ) " A Study of the Choice of CSR Marketing Strategy and its Context-Dependent Nature " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 52-55,
Volume-10,Issue-2
Abstract : Given that how consumers perceive a CSR marketing strategy will influence theirresponses, this study hence
enriches the knowledge about CSR marketingstrategy by exploring the relative effectiveness of philanthropic
marketing,sponsorship-linked marketing, and purchase-triggered donation on consumerattitudes and behavioral responses.
This research also explores the highlycontext-dependent nature of CSR marketing strategy that may help explain
suchrelative influences, including perceived severity and vulnerability of the CSRissue. In doing so not only is suchresearch
important in terms of adding findings to existing literature of CSR, butalso for providing guidance to practitioners when
selecting appropriate CSRmarketing strategy, particularly when the chosen CSR marketing strategyultimately shapes the
image of the company.
Type : Research paper
Published : Volume-10,Issue-2
Copyright: © Institute of Research and Journals
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Published on 2024-05-27 |
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