Fair Enough: Individuals’ Perceptions of Altruism of Csr Activities and Their Effect on Authenticity of Heritage Sites.

Alessandro Biraglia, Leeds University Business School, University of Leeds, United Kingdom
Maximilian Gerrath, Leeds University Business School, University of Leeds, United Kingdom
Bryan Usrey, Leeds University Business School, University of Leeds, United Kingdom
Despite CSR’s importance as a tool for branding exposure, its impact on authenticity has yet to be examined. This study shows that firm involvement in heritage site restoration may decrease the authenticity of the site and consumer visiting intentions if the CSR agreement is perceived as non-altruistic and unfair.
[ to cite ]:
Alessandro Biraglia, Maximilian Gerrath, and Bryan Usrey (2015) ,"Fair Enough: Individuals’ Perceptions of Altruism of Csr Activities and Their Effect on Authenticity of Heritage Sites.", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 777-777.