| Abstract | 第1-9页 |
| 摘要 | 第9-16页 |
| List of Abbreviations | 第16-18页 |
| List of Tables | 第18-20页 |
| List of Figures | 第20-22页 |
| CHAPTER 1 Introducti | 第22-43页 |
| ·Statement of the Problem | 第22-28页 |
| ·Research Importance and scope | 第28-31页 |
| ·Research questions | 第31页 |
| ·Conceptualization | 第31-33页 |
| ·Research Methodology | 第33-40页 |
| ·Population and sample size | 第40-41页 |
| ·Instrument design | 第41页 |
| ·Data collection, coding, analysis and interpretation technique | 第41-43页 |
| CHAPTER 2 Review of Advertising Literature- | 第43-70页 |
| ·Introduction | 第43-46页 |
| ·Controversial advertising | 第46-49页 |
| ·Advertising content and consumers | 第49-52页 |
| ·Advertising regulations and social responsibility in China | 第52-55页 |
| ·Consumerism in China | 第55-58页 |
| ·Dogma of capitalism, social differences and advertising | 第58-62页 |
| ·Chinese socio - cultural characteristics and advertising | 第62-66页 |
| ·Challenges, rhetoric of development in China and institutionalization of advertising | 第66-68页 |
| ·Conclusion | 第68-70页 |
| CHAPTER 3 Review of Public Relations and CSR Literature- | 第70-117页 |
| ·Public relations as relational ecology environment | 第70-74页 |
| ·Public Relations as socio-cultural system | 第74-77页 |
| ·Public relations is the conscience of corporations | 第77-80页 |
| ·Public relations practice, symbolism or collectivism? | 第80-82页 |
| ·Symbiosis of public relations and CSR | 第82-86页 |
| ·Similarities and differences in public relations and CSR | 第86-91页 |
| ·Hofstede’s cultural dimensions | 第91-95页 |
| ·Practice of CSR in China | 第95-99页 |
| ·Comparative framework pyramid of CSR | 第99-101页 |
| ·Rationale for selection of Carroll’s perspective of CSR | 第101-104页 |
| ·Theories of Corporate Social Range: CSR0, CSR1, CSR2, CSR3,CSR4 | 第104-106页 |
| ·Development composition of CSR theories | 第106-109页 |
| ·Carroll (1991) Pyramid of CSR | 第109-115页 |
| ·Conclusion | 第115-117页 |
| CHAPTER 4 Demographics of the | 第117-125页 |
| ·Classification of sample on the basis of gender | 第117-119页 |
| ·Classification of sample on the basis of age | 第119-120页 |
| ·Classification of sample on the basis of qualification | 第120-121页 |
| ·Classification of sample on the basis of nature of work | 第121-123页 |
| ·Classification of sample on the basis of geographical demographic | 第123-125页 |
| CHAPTER 5 Results and Analysis of Responses over Advertisi | 第125-143页 |
| ·Results of responses against advertising statements | 第125-127页 |
| ·Results of responses against factors | 第127-132页 |
| ·Compression of advertising factors on the scale of behavior | 第132-138页 |
| ·Discussion | 第138-142页 |
| ·Conclusion | 第142-143页 |
| CHAPTER 6 Results and Analysis of Public Relations Response | 第143-163页 |
| ·Results and analysis of responses against PR statements | 第143-147页 |
| ·Results of responses against PR factors | 第147-152页 |
| ·Compression of public relations factors on the scale of behavior | 第152-157页 |
| ·Discussion | 第157-161页 |
| ·Conclusion | 第161-163页 |
| CHAPTER 7 Comparison of Advertising and PR from CSR | 第163-182页 |
| ·PR and advertising in broader perspective to narrow frame of | 第163-164页 |
| ·Comparison on philanthropic attitude about advertising and public relations | 第164-165页 |
| ·Ethical attitude about advertising and public relations | 第165-167页 |
| ·Legal behavior about advertising and public relations | 第167-168页 |
| ·Economic behavior about advertising and public relations | 第168-169页 |
| ·Behavior about communication in advertising and public relati | 第169-170页 |
| ·Relationship and difference in advertising and public relations | 第170-172页 |
| ·Findings | 第172-176页 |
| ·Discussion | 第176-180页 |
| ·Conclusion | 第180-182页 |
| CHAPTER 8 Summary of the Conclusi | 第182-195页 |
| ·Theoretical contribution: Confucian integrated model for public relations and CSR | 第185-187页 |
| ·Strategic Implications for Industry and policy makers | 第187-192页 |
| ·Research Directions for Future | 第192-193页 |
| ·Limitations of this Study | 第193-195页 |
| Acknowledgements | 第195-197页 |
| References | 第197-219页 |
| Appendixes Appendix -A | 第219-224页 |
| Appendix- B | 第224-225页 |
| Appendix- C | 第225-227页 |
| List of Publications | 第227页 |
