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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.

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Abstract

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

Impact and interest:

3 citations in Scopus
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ID Code: 13229
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
DOI: 10.1080/13527260701858539
ISSN: 1466-4445
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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