Measuring the effect of messages about social responsibility (original) (raw)
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International Journal of Business …, 2009
Corporate social responsibility that has a powerful potential to make positive contributions to organizations and societies, has become one of the important issues in the corporate world. So, Marketing scholars have been interested in supporting of social responsible behavior of companies, because the only way for the employees and consumers to try out the success about sensitivity and benevolence of the organizations by looking at the actions about its corporate social responsibility initiatives. The purpose of this study to describe the importance of marketing communication tools and techniques to built and enhance the organizations' corporate social responsibilities.