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International Journal of Advertising
The Review of Marketing Communications
Volume 43, 2024 - Issue 6
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Research Articles

Is unfit CSR novel? Exploring the impact of CSR knowledge, brand–cause fit, and perceived novelty on consumer response

Rachel Esther Lima School of Media & Strategic Communications, College of Arts and Sciences, Oklahoma State University, Stillwater, Oklahoma, USACorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0003-0778-2183
ORCID Icon &
Ji Mi Hongb Department of International Business & Trade, School of Global Convergence Studies, INHA University, Incheon, South Korea
Pages 1060-1090 | Received 02 Aug 2021, Accepted 23 Oct 2023, Published online: 06 Nov 2023

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