Is Social Responsibility Beneficial For Private Label Brands?

Maryam Tofighi, John Molson School of Business, Concordia University, Canada
Onur Bodur, John Molson School of Business, Concordia University, Canada
Integrating two research streams of corporate social responsibility in marketing and retail branding, this article suggests that social responsibility initiatives are more beneficial for both national brands (or manufacturer brands) and high-quality private label brands (i.e., brands owned, controlled, and sold exclusively by a retailer; Sayman, Hoch, and Raju 2002) whereas social responsibility initiatives are detrimental for low-quality private label brands.
[ to cite ]:
Maryam Tofighi and Onur Bodur (2012) ,"Is Social Responsibility Beneficial For Private Label Brands?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1132-1132.