악한 제품 공익연계광고는 어떻게 해야 하나?: 제품죄책감, 의제적합성, 해석수준의 상호작용 효과

키워드

참고문헌 (111)

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2. 김요한, "기업의 CSR 활동 광고와 기업의 관련성이 기업 이미지에 미치는 영향: 사전 기업 이미지와 CSR 광고의 형태를 조절변인으로", 미디어 경제와 문화, 7(4), pp.96~146 (2009), (주)에스비에스
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6. 민동원, "기업 이미지와 공익 연계 마케팅 간 적합성이 기업과 공익 연계 마케팅에 대한 태도에 미치는 영향", 광고학연구, 21(3), pp.7~25 (2010), 한국광고학회
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