Du, Shuili; Bhattacharya, C.B.; Sen, Sankar - European School of Management and Technology (ESMT) - 2010
to provide insight into the efficacy of CSR as a challenger’s competitive weapon against a market leader. Through an … investigation of a real world CSR initiative, we show that the challenger can reap superior business returns among consumers who had … demonstrate the desired attitudinal and behavioral changes in favor of the challenger, regardless of their affective trust in the …