Files and links (1)
PDFOpen Access (License Unspecified), Open Access
Dissertation
Spillover of social responsibility associations in a brand portfolio
Doctor of Philosophy (Ph.D.), Drexel University
May 2011
DOI:
https://doi.org/10.17918/etd-3538
Abstract
Extant research has established that social responsibility (SR) activity can be beneficial to companies by influencing consumers' SR associations with the company and its product brands. However, most studies only look at the outcomes of SR initiatives implemented at the corporate level (i.e., corporate social responsibility). This research provides a new and expanded perspective by exploring how SR activity at the product brand level reverberates throughout the full brand portfolio. Based on associative network theory, it is proposed that when consumers are aware of a product brand's SR initiatives, their social responsibility associations with this product brand will spill over to another product brand and the corporate brand through the pre-existing links between brands. This spillover effect is presumed to be stronger for companies using the monolithic rather than endorsed or stand-alone branding strategies. The spillover effect between two product brands is also expected to be influenced by their product category fit. As a result of this spillover of SR associations, consumers are expected to show a heightened purchase intent, positive word of mouth intent, and willingness to pay a higher price for other product brands offered by the company; and they are more likely to identify with the company and talk positively about it to others. Three experiments were conducted and found support for the proposed conceptual model. The findings will help managers make better decisions about which brands (product and corporate level) should be involved in SR activity.
Metrics
41 File views/ downloads
19 Record Views
Details
- Title
- Spillover of social responsibility associations in a brand portfolio
- Creators
- Wenling Wang - DU
- Contributors
- Daniel Korschun (Advisor) - Drexel University (1970-)Rajneesh Suri (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Philosophy (Ph.D.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Marketing; Drexel University
- Other Identifier
- 3538; 991014632841504721