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Atribuciones y emociones hacia la publicidad de responsabilidad social corporativa

 

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Author: García de los Salmones Sánchez, María del Mar
Pérez Ruiz, Andrea
Coordinator/Director: Rondán Cataluña, Francisco Javier
Date: 2017
Published in: XXIX Congreso de Marketing AEMARK (2017), p 934-947
ISBN/ISSN: 978-84-17129-34-7
Document type: Presentation
Abstract: La comunicación de la Responsabilidad Social Corporativa (RSC) por parte de las empresas sigue siendo un reto, por el escepticismo que puede generar en la audiencia. En esta línea, este estudio analiza los antecedentes y consecuencias de la actitu...
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CSR communication remains a challenge, because of the potential skepcticism that can provoke in audience. This research study tries to contribute to the literature, analysing the antecedents and consequences of attitudes towards a CSR advertisement. Specifically, we designed a causal model which included the prior ethical reputation, the range of possible attributions, and the mix of emotions provoked by the advertisement. We surveyed 225 adults who evaluated a fictitious advertisement for companies of different ethical reputations, conveying a philanthropic cause. As a result, it was observed that the advertisement generates a mix of intrinsic and extrinsic attributions and a mix of positive and negative emotions, and the prior ethical reputation of the company is a key antecedent of the effectiveness of the communication. Furthermore, a good attitude towards the advertisement has rewards, in terms of improvement of attitudes towards the brand and behavioural intentions.
Cite: García de los Salmones Sánchez, M.d.M. y Pérez Ruiz, A. (2017). Atribuciones y emociones hacia la publicidad de responsabilidad social corporativa. En XXIX Congreso de Marketing AEMARK (934-947), Sevilla: ESIC.
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URI: https://hdl.handle.net/11441/78075

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