Investigating the Positive Impact of Unexpected Csr

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.



Citation:

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.

Authors

H. Onur Bodur, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
Ali Tezer, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

The Self-Bolstering Effects of Repeated Affirmations over Time

Alejandra Rodriguez, Oklahoma State University, USA
Ted Matherly, Oklahoma State University, USA

Read More

Featured

B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust

Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA

Read More

Featured

Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships

Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.