TITLE

A RACE TO THE BOTTOM? CONSUMER RESPONSES TO HUMAN RIGHTS PERFORMANCE

AUTHOR(S)
Yao Jin; Smith, Ronn J.; Cook, Laurel Aynne
PUB. DATE
January 2012
SOURCE
AMA Marketing & Public Policy Academic Conference Proceedings;2012, Vol. 22, p61
SOURCE TYPE
Conference Paper
DOC. TYPE
Article
ABSTRACT
The article discusses a study which examined the role of multidimensionality in corporate social responsibility (CSR) rating and its impact on brand equity and two measures of purchasing behavior. In the context of the apparel industry, the study tested three hypotheses, such as, that a low human rights rating will result in unfavorable consumer responses as measured by purchase intensions (PI), willingness to pay (WTP) and perceived brand equity (BE).
ACCESSION #
85602900

 

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