MANAGEMENT SLANT
- Self-referencing significantly mediates the relationship between self-motives and purchase intention, moderated by a consumer’s perception toward a business’s role in society.
- Congruent values between self-motive and...
How Do Self-Values Play a Role in Consumers’ Perception of CSR Advertising? The Moderated Mediation Effect of Self-Referencing
This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.
