Theorists have given strategic and political explanations to expect a relationship from advertising to CSR. Contrary to this expectation, the nearly thirty studies that have tested the relationship from advertising to CSR have yielded evidence that is surprisingly weak. The current chapter systematically reviews this literature and conducts its own international panel study. The present findings, as well, suggest the absence of a strong, robust link from advertising to CSR. In a concluding section, this chapter discusses the findings alongside other recent studies of CSR advertising and of CSR adoption motivations.

By: Shawn Pope, Stanford University

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