Author's Keywords: CSR (Corporate Social Responsibility), corporate social marketing, PSA, congruency	Convention All Academic Convention can solve the abstract management needs for any association's annual meeting. Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p91692_index.html Direct Link: HTML Code:

Kim, Youjeong. "The Effect of Strategic Corporate Social Responsibility (CSR) on Consumer’s Attitude Toward the Company and Purchase Intention" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, Jun 16, 2006 <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p91692_index.html>

Kim, Y. , 2006-06-16 "The Effect of Strategic Corporate Social Responsibility (CSR) on Consumer’s Attitude Toward the Company and Purchase Intention" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <PDF>. 2009-05-25 from http://www.allacademic.com/meta/p91692_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: This study examines the effects of the corporate sponsorship that supports social marketing programs as a part of corporate social responsibility (CSR) and the congruency effect of sponsorship linkage that impacts consumers’ attitudes toward the sponsor and purchase intentions. Through empirical research, this study found that congruent linkage between sponsor and a sponsored marketing program, Public Service Advertisements (PSA), is more persuasive than an incongruent linkage. Participants who watched a PSA congruent with the sponsoring company favored the company more and had greater purchase intention. In addition, this study investigated the moderating role of a sponsor’s familiarity. Findings revealed that there was no significant difference in consumer attitude between a familiar sponsor and an unfamiliar one. Participants showed favorable attitudes toward both companies who are doing good things. However, an unfamiliar company’s sponsorship does not affect consumers’ purchase intentions. This study fails to support previous research that a favorable attitude would likely to result in increased purchase intention. The implications for future research are discussed.

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Panel Attrition and its Effects on Results from a Longitudinal Study: An Examination of Changes in Participants and Attitudes in a Web-based Panel Survey of HIV and AIDS Stigma Attitudes