Doing good when times are bad: the impact of CSR on brands during recessions
Abstract
Purpose This paper aims to determine what the brand performance consequences of corporate social responsibility (CSR) activities would be during times of recession for well-known brands. Design/methodology/approach Based on signaling theory, this paper investigates if CSR activities serve to signal higher brand value for consumers via perceptions of better quality and greater differentiation, specifically during recessions. This study...
Paper Details
Title
Doing good when times are bad: the impact of CSR on brands during recessions
Published Date
Jun 29, 2020
Volume
54
Issue
9
Pages
2049 - 2077
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