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CSR COMMUNICATION AND CORPORATE REPUTATION: THE ROLE OF MESSAGE SOURCE

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/422224
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

Corporate Social Responsibility (CSR) activities substantially impact a company’s reputation. As companies increasingly embrace social media to communicate CSR activities, they face the challenge of selecting the appropriate message source. In this context, this paper examines the role of message source in the relationship between CSR communication and corporate reputation.

저자
  • Niko Dellner(LMU Munich School of Management, Germany)