A framework of corporate social responsibility for advertising accountability: The case of Australian government advertising campaign
Kerr, Gayle F., Johnston, Kim A., & Beatson, Amanda T. (2008) A framework of corporate social responsibility for advertising accountability: The case of Australian government advertising campaign. Journal of Marketing Communications, 14(2), pp. 155-169.
Corporate Social Responsibility (CSR) has emerged as a dominant theme guiding business practice. Governments have embraced this philosophy and legislated to encourage socially responsible business practice in its many forms. While governments' endorsement of CSR practice is expressed in policy, the successful integration into its own practice is not evidenced in the literature. Using a case research method, this paper analyses the nature of Australian government advertising processes, developing a modified framework founded on Wood's (1991) Corporate Social Performance model and Maignan and Ferrell's (2004) CSR principles. This research is important because it provides an application model for CSR practice and provides government with a decision-making vehicle for CSR.
Keywords: Corporate Social Responsibility; advertising; government; accountability
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|Item Type:||Journal Article|
|Additional Information:||For more information, please refer to the journal's website (see hypertext link) or contact the author.|
|Keywords:||Corporate social responsibility, CSR, advertising, government, accountability|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2008 Taylor & Francis|
|Copyright Statement:||First published in Journal of Marketing Communications 14(2):pp. 155-169.|
|Deposited On:||02 Apr 2008|
|Last Modified:||29 Feb 2012 23:42|
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