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The virtuous brand: The perils and promises of brand virtue signaling

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References

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1978JOB MARKET SIGNALING **The essay is based on the author's doctoral dissertation (“Market Signalling: The Informational Structure of Job Markets and Related Phenomena,” Ph.D. thesis, Harvard University, 1972), forthcoming as a book entitled Market Signaling: Information Transfer in Hinng and Related Screening Processes in the Harvard Economic Studies Series, Harvard University Press. The aim here is to present the outline of the signaling model and some of its conclusions. Generalizations of the numerical examples used for expositional purposes here are found in ibid, and elsewhere.723 cited
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2024Anxious Altruism: Virtue Signaling Mediates the Impact of Attachment Style on Consumers’ Green Purchase Behavior and Prosocial Responses19 cited
2024Virtue Signaling in the Sharing Economy: The Effect of Airbnb Entrepreneurs’ Virtue Language on Airbnb Price Premiums14 cited
2023Associations between a dark triad of features in luxury brand personality and customers’ behavior

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2025Selective brand activism: when brands lend sociopolitical issues inconsistent support8 cited