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.


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.


Xiaoye Chen, North Central College, USA
Rong Huang, Shanghai University of Finance and Economics, China
Laurette Dube, McGill University, Canada


NA - Advances in Consumer Research Volume 41 | 2013

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