The Many Shades of Csr – the Interplay of Ca and Csr Associations
This paper investigates differential impact of different CSR formats on consumer response. Two studies demonstrate that consumers reward companies embracing Value-creating CSR, as opposed to Philanthropic and Promotional CSR, in CSR image and corporate ability image. And the effects are moderated by corporate competence.
Citation:
Xiaoye Chen, Rong Huang, and Laurette Dube (2013) ,"The Many Shades of Csr – the Interplay of Ca and Csr Associations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Authors
Xiaoye Chen, North Central College, USA
Rong Huang, Shanghai University of Finance and Economics, China
Laurette Dube, McGill University, Canada
Volume
NA - Advances in Consumer Research Volume 41 | 2013
Share Proceeding
Featured papers
See MoreFeatured
That's Just Plain Creepy: Understanding Consumer Responses to Personalized Food Products That Resemble People
Freeman Wu, Vanderbilt University, USA
Adriana Samper, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Gavan Fitzsimons, Duke University, USA
Featured
I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media
Martin A. Pyle, Ryerson University
Featured
G7. The Presence of Dividing Line Decrease Perceived Quantity
Jun Ouyang, Xiamen University
Yanli Jia, Xiamen University
Zhaoyang Guo, Xiamen University