Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their Csr Initiatives

This study makes the first attempt at documenting the potential influence of different types of corporate social responsibility (CSR) engagement on brand sales. Our empirical model supports this assertion. We then proceed to explore the mechanism behind this effect, brand sincerity, under controlled experimental settings.


Dionne A Nickerson, Michael Lowe, and Adithya Pattabhiramaiah (2018) ,"Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their Csr Initiatives", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 722-723.


Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA


NA - Advances in Consumer Research Volume 46 | 2018

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