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International Journal of Advertising
The Review of Marketing Communications
Volume 41, 2022 - Issue 2: Advertising & Corporate Social Responsibility
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Research Article

Increasing company-cause fit: the effects of a relational ad message and consumers’ cause involvement on attitude toward the CSR activity

Chang-Won ChoiSchool of Journalism and Mass Communications, University of South Carolina, Columbia, USACorrespondence[email protected]
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Pages 333-353 | Received 25 Feb 2020, Accepted 07 Sep 2020, Published online: 17 Sep 2020

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