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Frame against the blame: Bad reputation and regulatory focus
기업의 사회적 공헌 메시지의 조절초점이 악평기업의 평가에 미치는 영향

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Authors
이혜진
Advisor
주우진
Major
경영대학 경영학과
Issue Date
2015-02
Publisher
서울대학교 대학원
Keywords
Bad reputationcorporate social responsibility (CSR)regulatory focuscompany evaluationperceived informational believabilityperceived sincerity of motives
Description
학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2015. 2. 주우진.
Abstract
Use of corporate social responsibility (CSR) initiatives to influence the consumer perception about the company and products is a common marketing strategy. This research builds on the growing body of marketing literature that examines effective ways in which companies can convey CSR initiatives, especially for companies with bad reputation.The study shows that CSR message framing with regulatory focus has influence on company evaluation when benefit salience is high, and this effect is mediated by perceived informational believability of the message and perceived sincerity of the motives.
Language
English
URI
https://hdl.handle.net/10371/124572
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
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