{"title":"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","authors":"Hyun Ju Jeong","doi":"10.1080/10641734.2024.2334958","DOIUrl":null,"url":null,"abstract":"This research investigates the dynamic effectiveness of brand anthropomorphism in environmental corporate social responsibility (CSR) advertising. Using two experiments, it reveals greater intentio...","PeriodicalId":516870,"journal":{"name":"Journal of Current Issues & Research in Advertising","volume":"58 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Power of Anthropomorphic Appeals for Environmental Corporate Social Responsibility (CSR) Advertising: With Mediation of Psychological Closeness and Moderation of Typefaces\",\"authors\":\"Hyun Ju Jeong\",\"doi\":\"10.1080/10641734.2024.2334958\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This research investigates the dynamic effectiveness of brand anthropomorphism in environmental corporate social responsibility (CSR) advertising. Using two experiments, it reveals greater intentio...\",\"PeriodicalId\":516870,\"journal\":{\"name\":\"Journal of Current Issues & Research in Advertising\",\"volume\":\"58 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-04-12\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Current Issues & Research in Advertising\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10641734.2024.2334958\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Current Issues & Research in Advertising","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10641734.2024.2334958","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The Power of Anthropomorphic Appeals for Environmental Corporate Social Responsibility (CSR) Advertising: With Mediation of Psychological Closeness and Moderation of Typefaces
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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