Yao Jin; Smith, Ronn J.; Cook, Laurel Aynne
January 2012
AMA Marketing & Public Policy Academic Conference Proceedings;2012, Vol. 22, p61
Conference Paper
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).


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