Corporate Social Responsibility Information Dilutes Brand Positioning

The current research investigates the consequences of communicating CSR-activities on consumers’ price expectations for a given brand. The results of three studies show that CSR information increases price expectations for low price image brands and decreases price expectations for high price image brands.



Citation:

Tarje Gaustad and Jakob Utgård (2020) ,"Corporate Social Responsibility Information Dilutes Brand Positioning", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 359-361.

Authors

Tarje Gaustad, Kristiania University College, Norway
Jakob Utgård, Kristiania University College, Norway



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA

Read More

Featured

Restrained by Resources: The Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (SES) on Consumer Preference for Feasibility

Lili Wang, Zhejiang University
Yanfen You, New Mexico State University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan

Read More

Featured

Economic Tremors and Earthquakes: Sharing, The Sharing Economy, Crowdfunding, Cryptocurrencies, and DAOs

Russell W. Belk, York University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.