Brand’s CSR influence on consumers’ prosocial behavior in unrelated domains

This study proposes that Corporate Social Responsibility (CSR) activity may positively influence consumers’ prosocial behavior. However, this effect is moderated by the consumer-brand social distance. In two experiments, we show that consumers close to the brand become more prosocial in situations u...

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Detalles Bibliográficos
Publicado en:Revista Brasileira de Marketing
Main Authors: Angela Negrão, Danielle Mantovani, Lucas Magalhães de Andrade
Formato: Artigo
Idioma:Inglês
Publicado: Universidade Nove de Julho 2018
Assuntos:
Administración y Contabilidad
Consumer
CSR Activity
Brand Social Distance
Consumers’ Prosocial Behavior
Acceso en liña:https://www.redalyc.org/articulo.oa?id=471759749010
https://www.redalyc.org/journal/4717/471759749010/
https://www.redalyc.org/journal/4717/471759749010/html/
https://www.redalyc.org/journal/4717/471759749010/471759749010.epub
https://www.redalyc.org/journal/4717/471759749010/movil
https://doi.org/10.5585/remark.v17i1.3707
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