Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
880399 | International Journal of Research in Marketing | 2007 | 18 Pages |
Abstract
This research examines the moderating influence of the extent to which a brand's social initiatives are integrated into its competitive positioning (i.e., a CSR positioning) on consumer reactions to CSR. We find that positive CSR beliefs held by consumers are associated not only with greater purchase likelihood but also with longer-term loyalty and advocacy behaviors. More importantly, we find that not all CSR initiatives are created equal: a brand that positions itself on CSR, integrating its CSR strategy with its core business strategy, is more likely than brands that merely engage in CSR to reap a range of CSR-specific benefits in the consumer domain.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Shuili Du, C.B. Bhattacharya, Sankar Sen,