Torelli, Carlos J.; Monga, Alokparna Basu; Kaikati, … - In: Journal of Consumer Research 38 (2012) 5, pp. 948-948
Although the idea of brand concepts has been around for a while, very little research addresses how brand concepts may influence consumer responses to corporate social responsibility (CSR) activities. Four studies reveal that communicating the CSR actions of a luxury brand concept causes a...