Is Social Responsibility Beneficial For Private Label Brands?
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.
Maryam Tofighi and Onur Bodur (2012) ,"Is Social Responsibility Beneficial For Private Label Brands?", 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: 1132-1132.
Maryam Tofighi, John Molson School of Business, Concordia University, Canada
Onur Bodur, John Molson School of Business, Concordia University, Canada
NA - Advances in Consumer Research Volume 40 | 2012
Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect
Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA
The Power of Pottymouth in Word-of-Mouth
Katherine C Lafreniere, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada
K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations
Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA