Corporate do-gooder efforts can boost sales as long as they're tied to corporate harm
- Written by Dionne A Nickerson, Assistant Professor of Marketing, Indiana University
Brands spend billions on the environment and the common good.onurdongel/iStock via Getty Images PlusThe Research Brief is a short take about interesting academic work.
The big idea
Customers spent more buying stuff from companies that engaged in corporate social responsibility than those that didn’t – as long as those do-gooder efforts...
Read more: Corporate do-gooder efforts can boost sales as long as they're tied to corporate harm