Do CSR efforts that focus on helping the environment influence brand purchase more than other forms of CSR?

Journal of Business Research · 2023 · 36 citations

• Political Science
• Business
• Marketing

Much has been written about corporate social responsibility (CSR). However, different types of CSR efforts may differentially influence consumer responses. We posit that CSR efforts that emphasize helping the environment affirm the moral values of universalism and benevolence. We advance a novel theory and provide empirical evidence regarding the unique emotional and behavioral effects of environment-based CSR relative to other CSR efforts, such as employee/fair labor practices and philanthropy/cause CSR. Specifically, we theorize and find that environment-based CSR has a stronger impact on brand purchase than these other types of CSR efforts, given its strong influence on consumers’ feelings of elevation and brand-self connections. The current study holds important implications for CSR theory, managers, and future research.

The scarcity of beauty: how and why product aesthetics mobilize consumer acquisition effort

Journal of the Academy of Marketing Science · 2022 · 20 citations

• Computer Science
• Political Science
• Aesthetics

Creating Cultural Meaning in Products and Brands: A Psychological Perspective

Journal of Consumer Psychology · 2019-06-04 · 17 citations

R. Batra (2019) and S. Fournier and C. Alvarez (2019) provide many substantive perspectives related to the questions about creating cultural meaning in products and brands. This commentary organizes their views and thoughts under five broadly categorized questions and identifies additional relevant perspectives and questions for future research.

Do Consumers Always Spend more when Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level

Journal of Marketing · 2018-03-21 · 49 citations

Commonly, a coupon can be applied to one of several vertically differentiated products sold at different prices within the same product line of a brand. With such a product-line coupon, consumers need to decide on the specific product to buy, resulting in different levels of consumer spending. One field data set and four lab experiments demonstrate that the relationship between coupon face value and consumer spending level may not always be intuitively positive; under certain circumstances, it could take an inverted U-shape. The authors develop a threshold-based model to explain the inverted U-shaped effect of coupon face value on consumer spending level and show that this effect occurs when the price level of products is high, when consumers have a strong saving orientation, when they experience low information load from processing a small number of products, when they are inclined to engage in thorough product comparison, or when they have a weak preexisting preference for a specific level of product benefit.

Differences in School Happiness by Students' Background Variables and Determinants of Happiness

Global Creative Leader Education & Learning · 2018-06-01

Brand-self connections and brand prominence as drivers of employee brand attachment

AMS Review · 2018-03-15 · 47 citations

A Longitudinal Study on the Change of High School Students’ Self-directed Learning Ability, Life-management Ability, Career Maturity, and School Satisfaction with Regard to the School Characteristics

Journal of Education & Culture · 2016-04-01 · 5 citations

Strategic benefits of low fit brand extensions: When and why?

Journal of Consumer Psychology · 2014-12-12 · 67 citations

Abstract Brand extensions have the potential to both enhance liking of the brand extension and induce positive spillover effects on the parent brand. Such dual outcomes enhance the brand's growth potential. We propose and empirically demonstrate that three variables endemic to any brand extension decision (brand reputation, brand extension fit, brand extension benefit innovativeness) jointly impact these positive outcomes. For strong reputation brands, these dual outcomes are maximized when the brand extension is low in fit and offers innovative benefits because low fit motivates consumers to process innovative brand extension information more deeply. For weak reputation brands, these effects are maximized when the brand extension is high in fit and offers innovative benefits because high fit strengthens consumers' trust in the weak brand's ability to deliver promoted benefits. The results suggest two distinct brand growth strategies for strong and weak reputation brands respectively.

From brand aversion or indifference to brand attachment: Authors' response to commentaries to Park, Eisingerich, and Park's brand attachment–aversion model

Journal of Consumer Psychology · 2013-01-17 · 56 citations

Abstract The primary purpose of our target article was to theoretically argue and empirically demonstrate that it is possible to elevate the customer–brand relationships to the desired level of human relationships by offering three types of self‐relevant benefits. In this response, we discuss the major comments provided by each set of commentators, which are insightful and thought‐provoking. It is our hope that this dialogue will open up a new avenue for future research regarding the nature and management of customer–brand relationships.

Corrigendum to “Two types of attractive research: Cute research and beautiful research” [Journal of Consumer Psychology 22 (2012) 299–302]

Journal of Consumer Psychology · 2012-08-11