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Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case

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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

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