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dc.contributor.authorPyle, Emily
dc.contributor.authorFurnham, Adrian
dc.contributor.authorMcClelland, Alastair
dc.date.accessioned2022-08-03T09:12:35Z
dc.date.available2022-08-03T09:12:35Z
dc.date.created2022-05-12T12:52:20Z
dc.date.issued2022
dc.identifier.citationJournal of Brand Management. 2022, 29 301-310.en_US
dc.identifier.issn1350-231X
dc.identifier.urihttps://hdl.handle.net/11250/3009913
dc.description.abstractThis study investigated the effects of corporate social and environmental responsibility (CSER) advertising, and programme-advertisement congruency, on advertising effectiveness. In a between-subjects design, participants (N = 128) viewed either three CSER or three neutral advertisements for the same brands embedded in either a “sustainable” or “neutral” programme. Measures of memory for advertising (free recall, cued recall, and brand recognition), and buying intention were obtained. The percentage recall and buying intention scores were significantly higher for CSER than neutral advertisements, but there was no effect on brand recognition. There were no significant effects of programme type nor significant interactions between programme and advertisement types found. The effectiveness of CSER advertising as measured by free recall was found to vary as a function of the brand being advertised, which was attributed to differences in the type of message being carried by the CSER advertisements.en_US
dc.language.isoengen_US
dc.publisherSpringeren_US
dc.subjectAdvertisingen_US
dc.subjectMemoryen_US
dc.subjectContexten_US
dc.subjectBranden_US
dc.subjectCSERen_US
dc.titleCorporate social and environmental responsibility advertising: Advertising effectiveness as a function of viewing contexten_US
dc.title.alternativeCorporate social and environmental responsibility advertising: Advertising effectiveness as a function of viewing contexten_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.description.versionacceptedVersionen_US
dc.rights.holderSpringeren_US
dc.source.pagenumber301-310en_US
dc.source.volume29en_US
dc.source.journalJournal of Brand Managementen_US
dc.identifier.doi10.1057/s41262-021-00269-z
dc.identifier.cristin2023901
cristin.ispublishedtrue
cristin.fulltextpostprint
cristin.qualitycode1


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