The Power of Anthropomorphic Appeals for Environmental Corporate Social Responsibility (CSR) Advertising: With Mediation of Psychological Closeness and Moderation of Typefaces

Journal of Current Issues & Research in Advertising Pub Date : 2024-04-12 DOI:10.1080/10641734.2024.2334958

Hyun Ju Jeong

引用次数: 0

Abstract

This research investigates the dynamic effectiveness of brand anthropomorphism in environmental corporate social responsibility (CSR) advertising. Using two experiments, it reveals greater intentio...

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环境企业社会责任（CSR）广告中拟人化诉求的力量：心理亲和力的调解与字体的调节

本研究调查了环境企业社会责任（CSR）广告中品牌拟人化的动态效果。通过两个实验，研究揭示了品牌拟人化在环境企业社会责任（CSR）广告中的动态效果。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Current Issues & Research in Advertising

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