Finding the Right Corporate Social Responsibility: How Identity Goals Influence Brand Csr Strategies

Diego Costa Pinto, ESPM Business School, Brazil
Márcia Maurer Herter, FADERGS Business School, Brazil
Dilney Gonçalves, IE Business School - IE University, Spain
Eda Sayin, IE Business School - IE University, Spain
Past research implies that sophisticated brands may not benefit from CSR. We demonstrate that priming consumers’ identity goals moderates the effect of brand personality on perceived brand social consciousness. When social (personal) identity goals are primed, consumers choose CSR with focus on self-(other) benefits for sophisticated (sincere) brands.
[ to cite ]:
Diego Costa Pinto, Márcia Maurer Herter, Dilney Gonçalves, and Eda Sayin (2016) ,"Finding the Right Corporate Social Responsibility: How Identity Goals Influence Brand Csr Strategies", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 726-726.