연구동향 분석

국내 기업의 사회공헌 활동(CSR：Corporate SocialResponsibility) 전략 및 메시지 전략, 크리에이티브 전략 분석：100대 기업 CSR 웹사이트 분석을 중심으로

김주란 황장선 2008년

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' 국내 기업의 사회공헌 활동(CSR：Corporate SocialResponsibility) 전략 및 메시지 전략, 크리에이티브 전략 분석：100대 기업 CSR 웹사이트 분석을 중심으로' 의 참고문헌

  • 한국 텔레비전 광고의 메시지 전략에 관한 연구 : 6분할 메시지 전략모델의 적용
    이귀옥 광고학연구 14 5 285-307 [2003]
  • 삼성 CSR측면에서의 IMC전략
    안지숙 - [2006]
  • 기업의 공익활동의 유형이 기업에 대한 인지적 반응과 광고메시지에 대한 반응과정에 미치는 영향: 공익적 부합성과 호감도 차원의 매개 역할을 중심으로
    조형오 광고학연구 17 5 91-102 [2006]
  • “공익연계광고 메시지가 소비자의 의사결정 과정에 미치는 영향: 상표친 숙도와 공익적 특성의 매개역할을 중심으로 ,”
    조형오 광고학연구 49 231-249 [2000]
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    Singh, S. Communications of the ACM 42 8 91-98 [1999]
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  • The role of brand/cause fit in the effectiveness of cause-related marketing campaigns
    Pracejus, J. W. Advances in Consumer Research 381 - [2002]
  • The role of brand/cause fit in the effectiveness of cause-related marketing campaigns
    Pracejus, J. W. The Journal of Business Research 57 6 635-640 [2004]
  • The relevance of fit in a cause brand alliance when consumers evaluate corporate credibility
    Lafferty, B. A. Journal of Business Research 60 5 447-453 [2007]
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  • The Management of Advertising
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    Brown, T. J. Journal of Marketing 61 68-84 [1997]
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    Vaughn, Richard Journal of Advertising Research 26 1 57-66 [1986]
  • Effects of structural and perceptual factors on attitudes toward the website
    McMillan, S. Journal of Advertising Research 43 4 390-399 [2004]
  • Cross-cultural research in advertising: An assessment of methodologies
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  • Creative strategy: A management perspective
    Frazer, C. Journal of Advertising 12 1 36-41 [1983]
  • Corporate web sites as advertising: An analysis of function, audience, and message strategy
    Hwang, J. Journal of Interactive Advertising 3 2 12-32 [2003]
  • Company advertising with a social dimension: The role of noneconomic criteria
    Drumwright, M. Journal of Marketing 60 4 71-87 [1996]
  • Community oriented corporate social responsibility: Consumer evaluation of community attachment
    Handelman, J. M. Advances in Consumer Research 30 - [2003]
  • A six-segment message strategy wheel
    Taylor, R. E. Journal of Advertising Research 39 6 7-17 [1999]
  • A better advertising planning
    Rossiter, J. R. Journal of Advertising Research 31 4 11-21 [1991]