The communication of social responsibility by US banks
Robin T. Peterson
(Department of Marketing, College of Business Administration and Economics, New Mexico State University, Las Cruces, New Mexico, USA)
Charles M. Hermans
(Department of Marketing, College of Business Administration and Economics, Southwest Missouri State University, Springfield, Missouri, USA)
2795
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.
Keywords
Citation
Peterson, R.T. and Hermans, C.M. (2004), "The communication of social responsibility by US banks", International Journal of Bank Marketing, Vol. 22 No. 3, pp. 199-211. https://doi.org/10.1108/02652320410530313
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited