Competing Through Corporate Social Initiatives: the Roles of Initiative Participation and Brand Trust

Shuili Du, Simmons College School of Management, USA
C.B. Bhattacharya, ESMT, Germany
Sankar Sen, Baruch College, USA
This research provides insight into the efficacy of corporate social initiatives as a challenger’s competitive weapon against a market leader by examining the influences of two factors: consumers’ participation (or not) in the initiative and their extant trust in the leader.
[ to cite ]:
Shuili Du, C.B. Bhattacharya, and Sankar Sen (2011) ,"Competing Through Corporate Social Initiatives: the Roles of Initiative Participation and Brand Trust", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.