ABSTRACT This study investigates whether hybrid strategy would be more effective than corporate social responsibility (CSR) strategy in boosting CSR information recall and company evaluation. Informed by the corporate ability (CA)-CSR-hybrid communication strategy typology, the associative network theory, and memory interference and integration literature, this study conducted a 2 (prior corporate associations) × 2 (subsequent corporate communication strategies) between-subjects experiment. Findings showed that hybrid (vs. CSR) strategy was more effective in generating CSR information recall when a company had previously established CA associations but did not outperform CSR strategy when the company had no previous CA associations.

中文翻译：

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混合策略-干扰还是整合？企业沟通如何影响消费者的记忆和公司评估

摘要这项研究调查了混合策略在促进CSR信息召回和公司评估方面是否比企业社会责任（CSR）策略更有效。在公司能力（CA）-CSR混合沟通策略类型学，关联网络理论以及记忆干扰和整合文献的指导下，本研究进行了2个（先前公司协会）×2（后续公司沟通策略）受试者间实验。 。研究结果表明，当公司先前建立CA协会时，混合（相对于CSR）策略在产生CSR信息召回方面更为有效，而当公司先前没有CA协会时，混合策略就不会胜过CS​​R策略。