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Keywords: Partnerships
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Journal Articles
Corporate Communications: An International Journal (2022) 27 (5): 39–55.
Published: 17 November 2022
...Jasmin Schade; Yijing Wang; Anne-Marie van Prooijen Purpose Corporate-NGO partnerships are gaining increasing importance as part of a company's CSR effort. This study aims to understand which communication tactics (CSR motive, CSR message frame, CSR fit) lead to more positive consumer outcomes...
