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Hybrid Strategy—Interference or Integration? How Corporate Communication Impacts Consumers' Memory and Company Evaluation.
- Source :
- International Journal of Strategic Communication; Apr-Jun2020, Vol. 14 Issue 2, p122-138, 17p
- Publication Year :
- 2020
-
Abstract
- This study investigates whether hybrid strategy would be more effective than corporate social responsibility (CSR) strategy in boosting CSR information recall and company evaluation. Informed by the corporate ability (CA)-CSR-hybrid communication strategy typology, the associative network theory, and memory interference and integration literature, this study conducted a 2 (prior corporate associations) × 2 (subsequent corporate communication strategies) between-subjects experiment. Findings showed that hybrid (vs. CSR) strategy was more effective in generating CSR information recall when a company had previously established CA associations but did not outperform CSR strategy when the company had no previous CA associations. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 1553118X
- Volume :
- 14
- Issue :
- 2
- Database :
- Complementary Index
- Journal :
- International Journal of Strategic Communication
- Publication Type :
- Academic Journal
- Accession number :
- 142513352
- Full Text :
- https://doi.org/10.1080/1553118X.2020.1730378