Communicating Corporate Social Responsibility through Corporate Image Advertising

The Handbook of Communication and Corporate Social Responsibility

Volumn , Issue , 2011, Pages 379-398

  Pomering, Alan A ^a  

^a UNIVERSITY OF WOLLONGONG   (Australia)

Author keywords

Advertising, promoting the company than its products; Awareness of and attitude to corporate brand; Communicating CSR through corporate image advertising; Corporate image advertising and corporate identity and reputation; Corporate image advertising communication technique; CSR, competitive corporate marketing strategy; Dowling's typology in using corporate image advertising; Marketing exchanges between firm and its key audiences; Message structure of communication technique; Opinion research corporation (ORC)

Indexed keywords

EID: 84876217099     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.1002/9781118083246.ch19     Document Type: Chapter

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