When being good backfires: Overcoming misfits between brand and corporate social responsibility

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Abstract

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 languageEnglish (US)
Pages (from-to)153-158
Number of pages6
JournalRutgers Business Review
Volume5
Issue number2
StatePublished - Jun 1 2020

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management

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