Investigating the Positive Impact of Unexpected Csr

H. Onur Bodur, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
Ali Tezer, Concordia University, Canada
In this research, we investigate particular conditions in which consumers’ elaborations of a CSR activity leads to more favorable motivations regarding the firm's involvement and more favorable brand evaluations.
[ to cite ]:
H. Onur Bodur, Bianca Grohmann, and Ali Tezer (2012) ,"Investigating the Positive Impact of Unexpected Csr", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1136-1136.