Purpose – The paper aims to investigate the influence of status brand strategy of Mercedes Benz on materialism. Design/methodology/approach – Materialism level and perceived status associated with status brands are measured amongst Bangkok people. The correlation between the two shows the...

Purpose – Consensus is emerging that companies should be socially responsible although the nature and degree of responsibility continues to be the source of debate. This continued debate allows the buck to be passed. The paper aims to propose a shift in view from corporate social...

Purpose – As cause‐related marketing (CRM) is usually subsumed under corporate social responsibility (CSR), in practice CSR and CRM can serve as different public relations tools. This study aims to compare the effect of CRS and CRM on customer attitude. Design/methodology/approach – In...

Purpose – Research examining corporate social responsibility (CSR) demonstrates a relatively consistent level of positive support by consumers. However, CSR is poorly defined and little is known about the mechanisms by which this response occurs. This paper seeks to understand how consumers...

Purpose – Brand management is a central issue for the sports industry in general, and professional football clubs (usually called soccer teams in the USA) are the archetypal branded sport in that industry; the brand is their most important asset. Match attendance equates with financial return;...

Purpose – Consumer responses to corporate social responsibility (CSR) initiatives when compared to consumer responses to corporate abilities (CA) have been elusory. Relevant empirical research on the subject shows unclear results. The objective of this research is to examine key antecedents to...

Purpose – Face concern is a personal value that refers to the extent an individual shows regard for or interest in the protection and enhancement of face. This study aims to examine the moderating influence of face concern on consumer responses to brands associated with corporate social...

Purpose – The aim of this paper is to survey the working poor who are microfinance borrowers, examining their perceptions of customer satisfaction and corporate social responsibility. Design/methodology/approach – Validated scale measures were presented in a cross-sectional field study...

Purpose – This study aims to better understand the impact of norm-challenging products on consumers’ perceptions of mainstream products and retailers. By showing that sustainable market offerings are feasible, products with sustainability labels, such as Fairtrade and organic products,...