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Keywords: Corporate social responsibility orientation
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (3): 630–652.
Published: 03 December 2024
...Hye Jin Yoon; Yoon-Joo Lee; Youngjee Ko; Jinho Joo Purpose This research aims to investigate the effectiveness of integrated marketing communication (IMC) messages in demarketing campaigns, particularly considering the consumer’s background in corporate social responsibility orientation (CSRO...
