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Keywords: CSR publicity intensity
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2026) 44 (5): 1069–1088.
Published: 02 February 2026
.... Moreover, when the triple interaction between CSR, publicity intensity and consumer skepticism was examined, it was found that existing consumer skepticism strengthens the negative effect of excessive publicity intensity. Practical implications Some useful suggestions have been put forth to help...
