18-H: the Authenticity of Corporate Social Responsibility Actions on Brand Symbolism

This research analyzes how corporate social responsibility (CSR) actions (related or unrelated to the company’s core business) influence brand symbolism. Findings suggest that CSR actions unrelated (vs related) to the company’s core business increase perception of brand social consciousness, influencing brand symbolism and having downstream effects on behavioral intentions.


Diego Costa Pinto, Márcia Maurer Herter, Leonardo Nicolao, and Mellina Terres (2017) ,"18-H: the Authenticity of Corporate Social Responsibility Actions on Brand Symbolism", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1022-1022.


Diego Costa Pinto, ESPM Business School, Brazil
Márcia Maurer Herter, ESPM Business School, Brazil
Leonardo Nicolao, UFRGS, Brazil
Mellina Terres, UFCSPA, Brazil


NA - Advances in Consumer Research Volume 45 | 2017

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