Competing Through Corporate Social Initiatives: the Roles of Initiative Participation and Brand Trust

This research provides insight into the efficacy of corporate social initiatives as a challenger’s competitive weapon against a market leader by examining the influences of two factors: consumers’ participation (or not) in the initiative and their extant trust in the leader.



Citation:

Shuili Du, C.B. Bhattacharya, and Sankar Sen (2011) ,"Competing Through Corporate Social Initiatives: the Roles of Initiative Participation and Brand Trust", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Shuili Du, Simmons College School of Management, USA
C.B. Bhattacharya, ESMT, Germany
Sankar Sen, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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