Is Csr For Sale? Investigating the Effects of Acquisition of Socially Responsible Brands on Csr Perceptions
This research examines whether firms can increase consumers’ CSR perceptions by acquiring socially responsible brands. Two experiments demonstrate that (1) firms are more likely to increase CSR perceptions through acquisition of a functional (vs. symbolic) brand, and (2) for symbolic brands, new brand development (vs. acquisition) enhances CSR perceptions.
Bianca Grohmann, Argiro Kliamenakis, and H. Onur Bodur (2018) ,"Is Csr For Sale? Investigating the Effects of Acquisition of Socially Responsible Brands on Csr Perceptions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 942-942.
Bianca Grohmann, Concordia University, Canada
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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