This paper defines and develops the concept of ‘appealing to the imagination,’ a type of marketing communication designed to engage the imagination of the target audience, which presents aesthetic, poetic, and truthful characteristics. The paper proposes ‘appealing to the imagination’ as...

We explore the impact of religious norms on the relationship between corporate social responsibility (CSR) and firm value. Employing a longitudinal sample of publicly listed U.S. firms, we document that strong local religious norms in the area surrounding firms' headquarters attenuate the...