The Effect of High/Low Context Style in CSR Communication on Spanish/Dutch Consumers.
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2018-08-16
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en
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This study is focused on business communication, in the CSR field. The effectiveness of two different communication styles (high and low context) was measured through attitude towards the brand, purchase intention and corporate image. The CSR adverts were shown to Dutch and Spanish participants. According to the results, the low context communication style evokes a better attitude towards the brand, and therefore a higher purchase intention. On the other hand, a high context communication style generates a better corporate image. Finally, no significant differences were found between the two countries.
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