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 More

Featured

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

Read More

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

Read More

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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.