Purpose: Companies are increasingly emphasizing corporate social responsibility (CSR). However, consumers are often skeptical of the sincerity of companies’ CSR claims, particularly when the claim comes directly from the company. This paper aims to demonstrate how to reduce consumer CSR...

Brand misdeeds abound in the marketplace, but prior research indicates that having a strong connection with a brand buffers consumers from adverse effects of brand transgressions. However, the present research questions the scope of this buffering effect. The studies in this research demonstrate...

Purpose This research aims to demonstrate that coupons with short durations for redemption can backfire, lowering consumers’ attitudes toward the company. Design/methodology/approach Two experimental studies in the restaurant context demonstrate the backfire effect. A boundary condition of the...