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
The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time
Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA
J9. The Beautified Me is Me: How Interdependence Increase Usage of Beauty App
Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Can Implicit Theory Influence Construal Level?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada