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[학술저널]

  • 학술저널

Kim, Sung-Eun(Yong In University)

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Sports companies and organizations are performing Corporate Social Responsibility activities worldwide. However, specific prosocial activities performed by the companies are being vaguely noticed by the publics. This research attempt to examine the effect of CSR company, different level impressions of prosocial celebrity, and credibility source on attitude of the advertisement. The results indicate that CSR performing company and non-CSR performing company did not have a difference in attitude toward the advertisment when using a high impression of prosocial celebrity. However, when using a low impression of prosocial celebrity, CSR company had a higher positive attitude toward the advertisement than non-CSR company. Furthermore, the use of low impression of prosocial celebrity with high credibility(attractiveness and trustworthiness) had higher positive attitude toward the advertisement compared to low credibility(attractiveness and trustworthiness) for non-CSR company. Lastly, for CSR company, the impression of prosocial celebrity and credibility does not have an influence on attitude toward the advertisement.

목차

Abstract
Ⅰ. Introduction
Ⅱ. Methodology
Ⅲ. Results
Ⅳ. Conclusion and Implication
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