The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective

Consumers are increasingly mindful of corporate social responsibility (CSR) when making purchase and consumption decisions, but evidence of the impact of CSR initiatives on actual purchase decisions is lacking. This article introduces a novel brand accountability–based framework of consumer response to CSR initiatives, which categorizes CSR efforts as “corrective,” “compensating,” or “cultivating goodwill.” Leveraging a database of CSR press...