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



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