Title
The communication of social responsibility by US banks
Abstract
This article presents a longitudinal study of social responsibility themes in US bank advertising for the years 1992, 1997 and 2002. Content analysis is used to examine television commercials for socially responsible advertisements. Findings indicate that the communication of social responsibility in television commercials for banks has increased by 7 percent over the time period covered by the study.
Department(s)
Marketing
Document Type
Article
DOI
https://doi.org/10.1108/02652320410530313
Keywords
Advertising, Banks, Ethics, Marketing, Social responsibility
Publication Date
5-1-2004
Recommended Citation
Peterson, Robin T., and Charles M. Hermans. "The communication of social responsibility by US banks." International Journal of Bank Marketing (2004).
Journal Title
International Journal of Bank Marketing
