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.
ASJC Scopus subject areas
- Sociology and Political Science