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.



Citation:

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.

Authors

Bianca Grohmann, Concordia University, Canada
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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