| Variables Source | SS | df | MS | F | Sig. |
| Attitudes toward the ad (Aad) |
|
|
|
|
|
| Message strategies of CSR advertising (A) |
|
|
|
|
|
| in B1 (High-NFC) | 25.22 | 1 | 25.22 | 30.17 | 0.000*** |
| in B2 (Low-NFC) | 2.51 | 1 | 2.51 | 1.55 | 0.216 |
| NFC individuals (B) |
|
|
|
|
|
| in A1 (CSR-information) | 25.08 | 1 | 25.08 | 19.48 | 0.000*** |
| in A2 (CSR-transformation) | 2.77 | 1 | 2.77 | 2.31 | 0.131 |
| Attitudes toward the brand (Ab) |
|
|
|
|
|
| Message strategies of CSR advertising (A) |
|
|
|
|
|
| in B1 (High-NFC) | 20.79 | 1 | 20.79 | 19.71 | 0.000*** |
| in B2 (Low-NFC) | 0.344 | 1 | 0.344 | 0.292 | 0.590 |
| NFC individuals (B) |
|
|
|
|
|
| in A1 (CSR-information) | 17.08 | 1 | 17.08 | 17.54 | 0.000*** |
| in A2 (CSR-transformation) | 1.19 | 1 | 1.19 | 0.938 | 0.334 |