... be contacted at: dhdean@frostburg.edu © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Trust Corporate social responsibility Communication strategy Gender effect There has been only limited investigation of whether the appearance of the CEO...

... asked to engage in dialogue with their consumers. However, academic literature still lacks empirical research that examines how consumers react to asymmetric versus symmetric communication strategies. Design/methodology/approach The present paper closes this gap and evaluates how consumers react...