2026-09-23T12:29:18Z https://www.ideals.illinois.edu/oai-pmh

oai:www.ideals.illinois.edu:2142/124675 2026-01-14 col_2142_5131 col_2142_14791 com_2142_5130 com_2142_14790 com_2142_9216

Doing well by doing good? Exploring how corporate social responsibility initiatives impact consumer behavior Chin, Shih-Chun (Daniel) 2024-04-24 Corporate Social Responsibility Diversity Donation-based Promotion Brands now widely implement corporate social responsibility (CSR) initiatives to respond to the call for businesses to contribute to societal welfare. The extant marketing research has focused on the economic benefits of brands communicating their efforts in CSR initiatives to consumers. However, much less attention has been paid to when and how specific CSR initiatives might systematically shift consumer responses and, as a result, create new opportunities and challenges for the brands. This dissertation explores two CSR initiatives that have garnered attention recently – 1) diversity initiatives and 2) donation-based marketing promotions. Specifically, I theorize and test the idea that 1) conveying high firm diversity to consumers can lead to more favorable responses to innovative products but less favorable responses to conventional products; and 2) donation promotions, once declined by consumers, can result in more detrimental outcomes than discount promotions on subsequent consumer brand engagement. Together, this dissertation suggests novel perspectives to extend the current understanding of CSR initiatives and points out the benefits and risks to inform practitioners. Text eng https://hdl.handle.net/2142/124675 Copyright 2024 Shih-Chun (Daniel) Chin White, Tiffany White, Tiffany Loyd, Denise Lewin Lim, Sarah Rodas, Maria 2024-05 application/pdf en text Submission published under a 24 month embargo labeled 'Closed Access', the embargo will last until 2026-05-01 The student, Shih-Chun (Daniel) Chin, accepted the attached license on 2024-04-19 at 15:41. The student, Shih-Chun (Daniel) Chin, submitted this Dissertation for approval on 2024-04-19 at 15:50. This Dissertation was approved for publication on 2024-04-24 at 15:46. DSpace SAF Submission Ingestion Package generated from Vireo submission #20511 on 2024-09-16 at 00:49:35 Ph.D. Dissertation Business Administration University of Illinois at Urbana-Champaign Business Administration