Article2014

Walking a slippery line: Investments in social values and product longevity

Andréa Fosfuri · Marco S. Giarratana · Esther Roca

42 citations0/0 files storedStrategic Management Journal

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Consumer Behavior in Brand Consumption and Identification Corporate Social Responsibility Reporting Environmental Sustainability in Business

Abstract

Corporate sponsorship of events that support social values (e.g., human rights) help firms infuse their products with symbolic meaning, prolonging their life cycle. Yet, higher product prices might spark perceptions that the firm invests in social values for calculative or opportunistic motives, in which case event sponsorship is unlikely to deliver the expected benefits in the form of product longevity. This study explores this potential tension empirically, using data related to sponsored social events, entry prices, and product longevity for a U.S. cosmetics producer . Copyright © 2014 John Wiley & Sons, Ltd.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1986Psychology of intergroup relations 1988Possessions and the Extended Self 1969A New Product Growth for Model Consumer Durables 2001Brand Community 1976A New Product Growth Model for Consumer Durables 1997TOWARDS AN ATTENTION-BASED VIEW OF THE FIRM 1987Toward a universal psychological structure of human values.

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