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Keywords: CSA
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Journal Articles
To take a stand or not: effects of company-issue fit and perceived motivations for CSA on consumer response
Available to Purchase
Corporate Communications: An International Journal (2025) 30 (1): 31–46.
Published: 08 October 2024
... hypocrisy was moderated by company-issue fit. Also, companies were viewed as more hypocritical when taking a stand on an issue that was less relevant to the company’s business, despite the CSA being seen as being values-driven. Originality/value The study provides guidelines for companies to determine...
