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

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