The Sins of the Father Shall Be Visited Upon the Sons: the Effect of Corporate Parent Affiliation on Consumers’ Perceptions of Corporate Societal Marketing

This research investigates how affiliation with a corporate parent affects consumers’ perception of corporate societal marketing (CSM). It also examines whether this effect is more pronounced when the affiliation is perceived to be hidden, and therefore in violation of the norm of openness. Lastly, the study examines whether any of the effects flow back to the parent company. Findings include that corporate parent affiliation does not necessarily lead to decreased evaluations of the niche marketer brands. However, when consumers see the affiliation as hidden, evaluations are negatively affected. Evidence suggests effects may depend on prior track record of parent firm.



Citation:

Andrew Wilson and Peter Darke (2008) ,"The Sins of the Father Shall Be Visited Upon the Sons: the Effect of Corporate Parent Affiliation on Consumers’ Perceptions of Corporate Societal Marketing", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Andrew Wilson, Florida State University
Peter Darke, Florida State University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

More Than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption

Chi Pham, UNSW Sydney
Nitika Garg, University of New South Wales

Read More

Featured

The Last Hurrah Effect: End-of-Week and End-of-Month Time Periods Increase Financial Risk-Taking

Xinlong Li, University of Toronto, Canada
Avni Shah, University of Toronto, Canada

Read More

Featured

A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

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.