How Do Generational Differences Drive Response to Social-Issue Ads?
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DOI: 10.2501/jar-2019-013
Abstract: ABSTRACT This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age. The findings suggest that younger consumers more likely had… read more here.
Keywords: response social; issue ads; generational differences; drive response ... See more keywords