The asymmetric effect of corporate reputation communication on flagship and non‐flagship product evaluations
Zengxiang Chen,
Huifang Mao,
Tu Tu
et al.
Abstract:This research investigates how corporate reputation communications, specifically, those that focus on corporate ability (CA) versus corporate social responsibility (CSR), impact consumer evaluations of flagship products and non‐flagship products. Across five studies utilizing different research methods (survey, eye‐tracking, and experiments), we demonstrate an asymmetric effect of corporate reputation communication on product evaluations, dependent on the product's flagship status in its company's product port… Show more
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