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



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