Of csm depends largely on the corporate credibility

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of CSM depends largely on the corporate credibility of a company in supporting a social cause ("CSM credibility"). Based on this assertion, the framework identifies ten different antecedents of CSM credibility, which are organized into (1) attributes of the company, (2) attributes of the CSM initiative, and (3) attributes of the cause. Furthermore, this framework shows that CSM credibility affects the two examined consequences, intended prosocial behavior and consumer loyalty. Several research and managerial implications are developed based on the propositions specified in the framework. (Y. INOUE AND A. KENT, 2014). Determining the best way to utilize on-line media for advertising purposes is a critical question. This research, based on the Elaboration Likelihood Model (ELM), incorporates consumer goal-directedness and involvement as moderators influencing when a particular advertising strategy (i.e., variation strategy vs. appeal strategy) will be appropriate for Web advertisements. The results of a laboratory experiment supported the use of ELM in the Web environment and showed how advertising strategies should be designed and implemented in accordance with consumer goal-directedness and involvement to achieve Web advertising effectiveness. The results demonstrated the uniqueness of the Web media and the importance of goal-directedness and consumer involvement in the Web advertising context. ( KAI WANG, ERIC T. G. WANG, 2009). In two experiments, the authors manipulated the audience's level of involvement in processing an advertisement and whether the advertisement was open-ended (i.e., did not include an explicit conclusion) or closed-ended. Results of both experiments show the open-ended advertisement to 4
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be superior to the closed-ended one for an involved audience in terms of brand attitude, purchase intention, and choice, whereas only a small and statistically insignificant difference between the two types of advertisements is found for the uninvolved audience. Moreover, the second experiment shows that the choice advantage of the open-ended ad for the involved audience persisted when measured one week later. ( ALAN G. SAWYER, 1991). Purpose The purpose of this study is to investigate the relationship between advertisement terminology and consumer product knowledge in the attitudes toward advertisements and brands. Design/Methodology/Approach One hundred and twenty undergraduates participated in a 2 × 2 (terminologies are used versus terminologies are not used × high consumer product knowledge versus low consumer product knowledge) between-subjects design. Findings Low consumer product knowledge individuals form significantly more favorable advertisement attitudes and brand attitudes toward advertisements with terminologies than toward advertisements without terminologies, but no differentially favorable advertisement attitudes and brand attitudes are formed for high consumer product knowledge individuals. Implications .The interaction effects of message-level variables (such as terminology) and consumer-level variables (such as consumer product importance. The effectiveness of advertisement terminologies depends on the
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