2F Corporate Social Responsibility Information Dilutes Brand Positioning

In two studies, we find that CSR information increases price expectations for low-end positioned brands and decreases price expectations for high-end positioned brands.



Citation:

Jakob Utgård and Tarje Gaustad (2019) ,"2F Corporate Social Responsibility Information Dilutes Brand Positioning", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 995-995.

Authors

Jakob Utgård, Kristiania University College, Norway
Tarje Gaustad, Kristiania University College, Norway



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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