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Journal of Current Issues & Research in Advertising Volume 33, 2012 - Issue 2
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The Effects of Corporate Social Responsibility Orientation on the Consumer's Perception of Advertisers' Intention

Yoon-Joo Lee Department of Communication, University of Southern Indiana, Evansville, Indiana, USACorrespondence[email protected]
,
Eric Haley School of Advertising and Public Relations, University of Tennessee, Knoxville, Tennessee, USA
&
Aimee Y. Mark Department of Psychology, University of Southern Indiana, Evansville, Indiana, USA
Pages 192-209 | Published online: 01 Aug 2012

Citations (13)

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Read on this site (9)

Yoon-Joo Lee, Huan Chen & Eric Haley. (2023) Vertical Individualism As a Motivating Factor in Perceiving CSR Advertising for East Asian Markets: Korea and China. Journal of Current Issues & Research in Advertising 44:4, pages 517-541.
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Charles R. Taylor. (2021) Editorial: a call for more research on authenticity in corporate social responsibility programs. International Journal of Advertising 40:7, pages 969-971.
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Heather Shoenberger, Eunjin (Anna) Kim & Yuan Sun. (2021) Advertising during COVID-19: Exploring Perceived Brand Message Authenticity and Potential Psychological Reactance. Journal of Advertising 50:3, pages 253-261.
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Yoon-Joo Lee, Wen Zhao & Huan Chen. (2021) Consumer Response to Virtual CSR Experiences. Journal of Current Issues & Research in Advertising 42:1, pages 102-122.
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Yoon-Joo Lee & Sora Kim. (2019) How do racial minority consumers process a model race cue in CSR advertising? A comparison of Asian and White Americans. Journal of Marketing Communications 25:3, pages 307-327.
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Yoon-Joo Lee, Eric Haley & Kiseol Yang. (2019) The Role of Organizational Perception, Perceived Consumer Effectiveness and Self-efficacy in Recycling Advocacy Advertising Effectiveness. Environmental Communication 13:2, pages 239-254.
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Yoon-Joo Lee. (2017) Costly Signaling: Asian Americans and the Role of Ethnicity in the Willingness to Pay More for Socially Responsible Products. Journal of Promotion Management 23:2, pages 277-302.
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Yoon-Joo Lee, Yung-I Liu & Taejun (David) Lee. (2013) Effects of Ethnic Identity on Perceived Advertisers’ Motives in Values Advocacy Advertising. Journal of Promotion Management 19:5, pages 583-604.
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Yoon-Joo Lee & Ho-Young (Anthony) Ahn. (2013) Interaction Effects of Perceived Sponsor Motives and Facebook Credibility on Willingness to Visit Social Cause Facebook Page. Journal of Interactive Advertising 13:1, pages 41-52.
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Articles from other publishers (4)

Yoon-Joo Lee & Eric Haley. (2020) How Do Generational Differences Drive Response to Social-Issue Ads?. Journal of Advertising Research 60:3, pages 271-289.
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Yoon-Joo Lee, Hye Jin Yoon & Nicole H. O'Donnell. (2018) The effects of information cues on perceived legitimacy of companies that promote corporate social responsibility initiatives on social networking sites. Journal of Business Research 83, pages 202-214.
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Yoon-Joo Lee. (2017) How Do Self-Values Play a Role In Consumers' Perception of CSR Advertising?. Journal of Advertising Research 57:4, pages 422-435.
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Shawn Pope & Arild Wæraas. (2015) CSR-Washing is Rare: A Conceptual Framework, Literature Review, and Critique. Journal of Business Ethics 137:1, pages 173-193.
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