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.
Citation:
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.
Authors
Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience
Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada
Featured
Ritual Scholarship in Marketing: Past, Present and Future
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA
Featured
Hindsight Value: Failed Transactions Inform Willingness to Pay
Masha Ksendzova, Boston University, USA
Carey K. Morewedge, Boston University, USA
Dan Ariely, Duke University, USA