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
Liminality, Portals, and Narratives of Transformation
Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK
Featured
Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising
Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Featured
E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement
Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece