TY  - JOUR 
AU  - Mercadé-Melé, Pere
AU  - Molinillo, Sebastian
AU  - Fernández Morales, Antonio
AU  - Porcu, Lucía
PY  - 2018
UR  - http://hdl.handle.net/10481/57248
AB  - This research develops a model to predict the effect of advertising a socially responsible
activity on perceived corporate social responsibility (CSR) and its influence on consumer loyalty. It
examines the relationships between company-cause...
LA  - eng
PB  - Journal of Business Economics and Management
KW  - CSR
KW  - corporate communication
KW  - Congruence
KW  - Credibility
KW  - altruism attribution
KW  - Loyalty
KW  - retail
TI  - CSR activities and consumer loyalty: the effect of the type of publicizing medium
DO  - 10.3846/jbem.2018.5203
ER  -