• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文会议>AMA Summer Educators Conference >WILLING TO PAY FOR A BETTER BRAND: CONSUMER RESPONSES TO CSR PERFORMANCE SCORES
【24h】

WILLING TO PAY FOR A BETTER BRAND: CONSUMER RESPONSES TO CSR PERFORMANCE SCORES

机译：愿意支付更好的品牌：消费者对CSR性能分数的回应

获取原文
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

As competitive pressures in a company's external environment escalate, brand differentiation becomes increasingly important. In response, strategies incorporating a variety of combinations of the marketing mix may be employed. However, using corporate social responsibility (CSR) initiatives as a measure of strengthening the brand is a recent and under explored development in marketing strategy (Kitchin 2003). For example, recent research suggests that the positive brand implications resulting from C SR investments are a valid but rarely used source of competitive advantage (Melo and Galan 2011). In response, the present research examines the impact of CSR initiatives from a consumer behavior perspective. In the context of the apparel industry, we build upon prior examinations of CSR (Klein and Dawar 2004; Becker-Olsen, Cudmore, and Hill 2006) and provide insight into how a business's socially responsible activities may (or may not) be effectively communicated to enhance a brand for which consumers are willing to pay more.
机译：作为公司外部环境中的竞争压力升级，品牌差异变得越来越重要。作为回应，可以采用包含各种营销组合组合的策略。然而，使用企业社会责任（CSR）倡议作为加强品牌的衡量标准，是营销策略（Kitchin 2003）的近期和探索的发展。例如，最近的研究表明，由C SR投资产生的积极品牌影响是有效但很少使用竞争优势的来源（Melo和Galan 2011）。作为回应，本研究审查了CSR举措从消费者行为视角的影响。在服装行业的背景下，我们建立了对CSR（Klein和Dawar 2004; Becker-Olsen，Cudmore和Hill 2006）的主持人，并深入了解商业的社会负责活动如何（或可能不会）有效地传达加强消费者愿意支付更多的品牌。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号