Chapter 1: The horn that didn’t toot: The surprisingly weak relationship from advertising to CSR
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Theorists have given strategic and political reasons to expect a relationship from advertising to CSR. Contrary to these expectations, the nearly 30 studies that have tested the relationship from advertising to CSR have yielded evidence that is surprisingly weak. The chapter systematically reviews this literature and conducts its own international panel study. The present findings also suggest the absence of a strong, robust link from advertising to CSR. In a concluding section, this chapter discusses the findings in light of other recent studies of CSR advertising and of CSR adoption motivations.