Although a lot of research establishes consumer reactions to corporate social responsibility (CSR), little is known about the theoretical mechanisms for these reactions. We conduct a field experiment with adult consumers to test the hypothesis that the effects of perceived CSR on consumer...

A unique theoretical framework for explaining consumer word of mouth and protest behaviors against corporate irresponsibility is developed and tested. Through field surveys with adult consumers, this study demonstrates how consumers' negative moral emotional responses to corporate infractions...

Counterfeiting is a widespread practice throughout the world. The conventional wisdom is that it affects branded goods negatively. In this paper, however, we suggest that counterfeiting may actually benefit certain luxury brands. By means of two studies, we show how the market presence of luxury...

Il presente studio cerca di fornire un nuovo contributo preliminare sulla ricerca inerente gli effetti della contraffazione sulle imprese. Per lo svolgimento della ricerca sono state utilizzate 384 studentesse universitarie alle quali è stato chiesto di scegliere una marca di borse...

<em>Determinants of consumer’s loyal behaviours within the retail context: the role of brand identification</em> This study develops and tests a new theoretical framework allowing to analyse consumer loyalty in an extensive perspective. We assess that brand loyalty can be supported by firms through...