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.
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.
Jakob Utgård, Kristiania University College, Norway
Tarje Gaustad, Kristiania University College, Norway
NA - Advances in Consumer Research Volume 47 | 2019
Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open
Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
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Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University
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Heejung Park, University of Wyoming, USA