To Build Or to Acquire a Socially Responsible Brand?
This research examines whether firms can increase CSR perceptions through acquisition. Four experiments demonstrate that (1) firms can bolster CSR perceptions through acquisition of a functional (vs. symbolic) brand, (2) for symbolic brands, brand development (vs. acquisition) enhances CSR perceptions and (3) this effect is driven by identity dilution.
Bianca Grohmann, Argiro Kliamenakis, and H. Onur Bodur (2019) ,"To Build Or to Acquire a Socially Responsible Brand?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 602-603.
Bianca Grohmann, Concordia University, Canada
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
NA - Advances in Consumer Research Volume 47 | 2019
Linguistic Antecedents of Anthropomorphism
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tina m. lowrey, HEC Paris, France
L. J. Shrum, HEC Paris, France
Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink
Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China
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Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
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