A “good” new brand — What happens when new brands try to stand out through corporate social responsibility
Publication
, Journal Article
Robinson, S; Wood, S
Published in: Journal of Business Research
November 1, 2018
Corporate social responsibility (CSR) is increasingly used as a key part of a firm's branding strategy, especially for new brands hoping to stand out in mature markets. Unfortunately, data here demonstrate that new product trial is lower when new brands tout CSR activity than when they do not. To understand this surprising phenomenon, we find CSR has a negative effect on new brands’ perceived product performance. Happily, we find a fix for new brands; negative effects for new brands can be reversed if the company explicitly signals a priority for both the product and its CSR endeavors. Importantly, we do not see a similar negative impact of CSR on established brands.
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Published In
Journal of Business Research
DOI
ISSN
0148-2963
Publication Date
November 1, 2018
Volume
92
Start / End Page
231 / 241
Related Subject Headings
- Marketing
- 1505 Marketing
Citation
APA
Chicago
ICMJE
MLA
NLM
Robinson, S., & Wood, S. (2018). A “good” new brand — What happens when new brands try to stand out through corporate social responsibility. Journal of Business Research, 92, 231–241. https://doi.org/10.1016/j.jbusres.2018.07.031
Robinson, S., and S. Wood. “A “good” new brand — What happens when new brands try to stand out through corporate social responsibility.” Journal of Business Research 92 (November 1, 2018): 231–41. https://doi.org/10.1016/j.jbusres.2018.07.031.
Robinson S, Wood S. A “good” new brand — What happens when new brands try to stand out through corporate social responsibility. Journal of Business Research. 2018 Nov 1;92:231–41.
Robinson, S., and S. Wood. “A “good” new brand — What happens when new brands try to stand out through corporate social responsibility.” Journal of Business Research, vol. 92, Nov. 2018, pp. 231–41. Scopus, doi:10.1016/j.jbusres.2018.07.031.
Robinson S, Wood S. A “good” new brand — What happens when new brands try to stand out through corporate social responsibility. Journal of Business Research. 2018 Nov 1;92:231–241.
Published In
Journal of Business Research
DOI
ISSN
0148-2963
Publication Date
November 1, 2018
Volume
92
Start / End Page
231 / 241
Related Subject Headings
- Marketing
- 1505 Marketing