The Influence of Corporate Social Responsibility Efforts on the Moral Behavior of High Self‐Brand Overlap Consumers

Corporate social responsibility (CSR) efforts are known to affect firm and societal outcomes, but little is known about their effects on consumer well‐being. We address this research gap by investigating whether consumers who have integrated their self‐schema with a brand's schema (i.e., high self‐brand overlap consumers) vicariously balance their moral behavior against a brand's CSR efforts. Specifically, we propose that a brand's socially...