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
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