Publicação
Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case
| Resumo: | Corporate social responsibility advertising (CSR Advertising) results from commercial advertising, having social dimensions. This concept works as a marketing tool of cause-related marketing (CR Marketing). In this study, the case of IOCL (an Indian oil company) is presented to show how the company creates innovative advertising ideas, serves the society, contributes to save environmental natural resources and allows to add economic value. In addition to the usual ways of commercial advertising, this kind of approaches on CSR-advertising is an advance to establish a positive image in the mind of customers. The slogan ‘go green’ is highlighted in order to contribute to save natural resources on Earth. Reactions of CSRadvertising are measured to test the effect of published messages and the manipulation of CSR advertising message and persuasive claims. |
|---|---|
| Autores principais: | Karunamoorthy, S |
| Outros Autores: | Selvarasu, A.; Filipe, J. |
| Assunto: | CSR advertising Print advertising CSR communication Green advertising Cause related marketing ads |
| Ano: | 2013 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| _version_ | 1863890226214076416 |
|---|---|
| author | Karunamoorthy, S |
| author2 | Selvarasu, A. Filipe, J. |
| author2_role | author author |
| author_facet | Karunamoorthy, S Selvarasu, A. Filipe, J. |
| author_role | author |
| country_str | PT |
| creators_json_str | [{\"Person.name\":\"Karunamoorthy, S\"},{\"Person.name\":\"Selvarasu, A.\"},{\"Person.name\":\"Filipe, J.\"}] |
| datacite.creators.creator.creatorName.fl_str_mv | Karunamoorthy, S Selvarasu, A. Filipe, J. |
| datacite.date.Accepted.fl_str_mv | 2013-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2016-07-19T09:34:43Z |
| datacite.date.embargoed.fl_str_mv | 2016-07-19T09:34:43Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | CSR advertising Print advertising CSR communication Green advertising Cause related marketing ads |
| datacite.titles.title.fl_str_mv | Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case |
| dc.creator.none.fl_str_mv | Karunamoorthy, S Selvarasu, A. Filipe, J. |
| dc.date.Accepted.fl_str_mv | 2013-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2016-07-19T09:34:43Z |
| dc.date.embargoed.fl_str_mv | 2016-07-19T09:34:43Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | https://ciencia.iscte-iul.pt/public/pub/id/12617 |
| dc.language.none.fl_str_mv | eng |
| dc.publisher.none.fl_str_mv | ExcellingTech Publisher |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | CSR advertising Print advertising CSR communication Green advertising Cause related marketing ads |
| dc.title.fl_str_mv | Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_6501 |
| description | Corporate social responsibility advertising (CSR Advertising) results from commercial advertising, having social dimensions. This concept works as a marketing tool of cause-related marketing (CR Marketing). In this study, the case of IOCL (an Indian oil company) is presented to show how the company creates innovative advertising ideas, serves the society, contributes to save environmental natural resources and allows to add economic value. In addition to the usual ways of commercial advertising, this kind of approaches on CSR-advertising is an advance to establish a positive image in the mind of customers. The slogan ‘go green’ is highlighted in order to contribute to save natural resources on Earth. Reactions of CSRadvertising are measured to test the effect of published messages and the manipulation of CSR advertising message and persuasive claims. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | article |
| id | iscte_c94de56ca0e096acb18a3295d5ce853d |
| identifier.url.fl_str_mv | https://ciencia.iscte-iul.pt/public/pub/id/12617 |
| instacron_str | iscte |
| institution | ISCTE |
| instname_str | ISCTE |
| language | eng |
| network_acronym_str | iscte |
| network_name_str | Repositório ISCTE |
| oai_identifier_str | oai:repositorio.iscte-iul.pt:10071/11794 |
| organization_str_mv | urn:organizationAcronym:iscte |
| person_str_mv | Karunamoorthy, S Selvarasu, A. Filipe, J. |
| publishDate | 2013 |
| publisher.none.fl_str_mv | ExcellingTech Publisher |
| reponame_str | Repositório ISCTE |
| repository_id_str | urn:repositoryAcronym:iscte |
| service_str_mv | urn:repositoryAcronym:iscte |
| spelling | porCorporate social responsibility advertising (CSR Advertising) results from commercial advertising, having social dimensions. This concept works as a marketing tool of cause-related marketing (CR Marketing). In this study, the case of IOCL (an Indian oil company) is presented to show how the company creates innovative advertising ideas, serves the society, contributes to save environmental natural resources and allows to add economic value. In addition to the usual ways of commercial advertising, this kind of approaches on CSR-advertising is an advance to establish a positive image in the mind of customers. The slogan ‘go green’ is highlighted in order to contribute to save natural resources on Earth. Reactions of CSRadvertising are measured to test the effect of published messages and the manipulation of CSR advertising message and persuasive claims.application/pdfengExcellingTech PublisherporMarketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company caseKarunamoorthy, SSelvarasu, A.Filipe, J.URLhttps://ciencia.iscte-iul.pt/public/pub/id/12617ISSNIsPartOf2047-0916DOIhttp://hdl.handle.net/10071/117942016-07-19T09:34:43Z2013-01-01T00:00:00Z20132016-07-19T09:32:55Zhttp://purl.org/coar/access_right/c_abf2open accessporCSR advertisingporPrint advertisingporCSR communicationporGreen advertisingporCause related marketing ads533663 byteshttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://repositorio.iscte-iul.pt/bitstream/10071/11794/1/publisher_version_748_2588_1_PB.pdfliteraturehttp://purl.org/coar/resource_type/c_6501journal article |
| spellingShingle | Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case Karunamoorthy, S CSR advertising Print advertising CSR communication Green advertising Cause related marketing ads |
| subject.fl_str_mv | CSR advertising Print advertising CSR communication Green advertising Cause related marketing ads |
| title | Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case |
| title_full | Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case |
| title_fullStr | Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case |
| title_full_unstemmed | Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case |
| title_short | Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case |
| title_sort | Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case |
| topic | CSR advertising Print advertising CSR communication Green advertising Cause related marketing ads |
| topic_facet | CSR advertising Print advertising CSR communication Green advertising Cause related marketing ads |
| url | https://ciencia.iscte-iul.pt/public/pub/id/12617 |
| visible | 1 |