Linking CSR Communication Activities to Consumer Brand Evaluations: An Examination of Mediating and Moderating Factors Linking CSR Communication to Brand Evaluations
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DOI: 10.1080/10496491.2018.1405520
Abstract: ABSTRACT Using an online survey with an embedded experiment, the current study examines the effect of CSR message context (i.e., social vs. environmental focus) and related factors on individuals' assessments of a company's brand. Estimated… read more here.
Keywords: linking csr; brand evaluations; brand; communication activities ... See more keywords
Vlog and brand evaluations: the influence of parasocial interaction
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DOI: 10.1108/apjml-01-2018-0021
Abstract: Purpose The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand… read more here.
Keywords: brand evaluations; brand; parasocial interaction; vlog brand ... See more keywords
Webcare as a signal: exhaustive-selective webcare strategy and brand evaluation
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DOI: 10.1108/ejm-05-2019-0421
Abstract: Purpose Keeping in mind the growing significance of online reviews, management of responses to the customer reviews – webcare – is becoming important in recent times. How a firm responds to online reviews can send… read more here.
Keywords: review; exhaustive selective; strategy; brand ... See more keywords