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...

Results from four studies uncover a relatively automatic cultural congruency mechanism that can influence evaluations of culturally charged brand extensions, overriding the impact of perceived fit on extension evaluations. Culturally congruent extensions (i.e., when both the brand and the...