Finding the Right Corporate Social Responsibility: How Identity Goals Influence Brand Csr Strategies

Past research implies that sophisticated brands may not benefit from CSR. We demonstrate that priming consumers’ identity goals moderates the effect of brand personality on perceived brand social consciousness. When social (personal) identity goals are primed, consumers choose CSR with focus on self-(other) benefits for sophisticated (sincere) brands.



Citation:

Diego Costa Pinto, Márcia Maurer Herter, Dilney Gonçalves, and Eda Sayin (2016) ,"Finding the Right Corporate Social Responsibility: How Identity Goals Influence Brand Csr Strategies", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 726-726.

Authors

Diego Costa Pinto, ESPM Business School, Brazil
Márcia Maurer Herter, FADERGS Business School, Brazil
Dilney Gonçalves, IE Business School - IE University, Spain
Eda Sayin, IE Business School - IE University, Spain



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment

Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

C3. Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign

Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern

Read More

Featured

Promoting Pi Day: Consumer Inferences about Special Day-Themed Promotions

Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State University, USA

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.