当前位置: X-MOL 学术Journal of Marketing Management › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
CSR spillover effect: the influence of a brand’s corporate social responsibility activity on competing brands
Journal of Marketing Management ( IF 3.5 ) Pub Date : 2021-02-04 , DOI: 10.1080/0267257x.2020.1865430
Ali Tezer 1 , Maryam Tofighi 2
Affiliation  

ABSTRACT

This research examines the spillover effect of information about a brand’s corporate social responsibility (CSR) activity on competing brands’ evaluations. Two experimental studies show that receiving information about a brand’s CSR activity (vs. receiving descriptive information about a brand) has a negative effect on a competing brand’s evaluations among consumers with high product category knowledge. Decreased trustworthiness perceptions of other brands in the same product category drive this effect. However, the negative spillover of a brand’s CSR information to a competing brand disappears among consumers with low product category knowledge, or if a competing brand has low brand typicality. Together, this research allows a more nuanced understanding of the spillover effect of CSR information and offers managerial implications for the strategic use of CSR activities in brands’ marketing communications.



中文翻译:

CSR溢出效应:品牌企业社会责任活动对竞争品牌的影响

摘要

本研究考察了有关品牌企业社会责任 (CSR) 活动的信息对竞争品牌评估的溢出效应。两项实验研究表明,接收有关品牌 CSR 活动的信息(与接收有关品牌的描述性信息)对具有较高产品类别知识的消费者对竞争品牌的评价具有负面影响。同一产品类别中其他品牌的可信度降低会推动这种影响。然而,品牌的 CSR 信息对竞争品牌的负面溢出在产品类别知识低的消费者中消失,或者竞争品牌的品牌典型性低。一起,

更新日期:2021-02-04
down
wechat
bug