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Keywords: Spokesperson
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (1): 189–196.
Published: 30 January 2019
... to reduce consumer CSR skepticism by examining the role of a company spokesperson’s gender and gender-related characteristics. Design/methodology/approach Two between-subjects experiments with a combined total of 329 participants examined how consumers’ levels of CSR skepticism are affected depending...
