Drawing on research in branding and consumer behavior, this paper examines situations in which a lack of fit in Corporate Social Responsibility (CSR) activities can lead to unintended negative consequences. Various suggestions for managers are discussed, such as focusing on CSR activities that fit well with the brand, communicating fit to consumers, and matching what the brand says about CSR to what it actually does.
|Original language||English (US)|
|Number of pages||6|
|Journal||Rutgers Business Review|
|State||Published - Jun 1 2020|
All Science Journal Classification (ASJC) codes
- Business and International Management
- Strategy and Management