The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan
This study investigates the persuasive advertising and informative advertising effects of CSR initiatives on corporate reputation and brand equity based on the evidence from the life insurance industry in Taiwan. The study finds, first, policyholders’ perceptions concerning the CSR initiatives of li...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer Science + Business Media B. V
2012
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| In: |
Journal of business ethics
Year: 2012, Volume: 109, Issue: 2, Pages: 189-201 |
| Further subjects: | B
Advertising effect
B CSR B Customer satisfaction B Corporate Reputation B Brand equity |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |