IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v201y2025ics0148296325005284.html

Build or buy corporate social responsibility? Socially responsible brand acquisitions and firm CSR perceptions

Author

Listed:
  • Kliamenakis, Argiro
  • Grohmann, Bianca
  • Bodur, H.Onur

Abstract

Because development of socially responsible brands is costly and risky, acquisition of socially responsible brands (SRB) has emerged as a frequently employed approach to enhancing firms’ CSR profile. This research explores the effectiveness of SRB acquisition (versus brand development) in increasing firm CSR perceptions and the moderating role of symbolic brand value in this relationship. This research demonstrates that SRB acquisition (vs. development) is generally less effective in signaling firm CSR and that the effect of SRB acquisitions on firm CSR perceptions depends on the acquired brand’s symbolic value. Seven experiments show that when symbolic brand value is high, acquisition (vs. development) of SRB harms the acquired brand’s credibility and subsequently reduces firm CSR perceptions. Two additional studies explore the role of brand architecture and communication strategies in mitigating the negative impact of highly symbolic, SRB acquisitions on consumers’ perceptions of firm CSR.

Suggested Citation

  • Kliamenakis, Argiro & Grohmann, Bianca & Bodur, H.Onur, 2025. "Build or buy corporate social responsibility? Socially responsible brand acquisitions and firm CSR perceptions," Journal of Business Research, Elsevier, vol. 201(C).
    • Handle: RePEc:eee:jbrese:v:201:y:2025:i:c:s0148296325005284
    DOI: 10.1016/j.jbusres.2025.115705
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296325005284
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2025.115705?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Donald D. Bergh & Brian L. Connelly & David J. Ketchen Jr & Lu M. Shannon, 2014. "Signalling Theory and Equilibrium in Strategic Management Research: An Assessment and a Research Agenda," Journal of Management Studies, Wiley Blackwell, vol. 51(8), pages 1334-1360, December.
    2. Eerdun Taoketao & Taiwen Feng & Yongtao Song & Yu Nie, 2018. "Does sustainability marketing strategy achieve payback profits? A signaling theory perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1039-1049, November.
    3. Seongtae Kim & Claudia Colicchia & David Menachof, 2018. "Ethical Sourcing: An Analysis of the Literature and Implications for Future Research," Journal of Business Ethics, Springer, vol. 152(4), pages 1033-1052, November.
    4. Michael Spence, 2002. "Signaling in Retrospect and the Informational Structure of Markets," American Economic Review, American Economic Association, vol. 92(3), pages 434-459, June.
    5. Park, Eunil & Kim, Ki Joon & Kwon, Sang Jib, 2017. "Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust," Journal of Business Research, Elsevier, vol. 76(C), pages 8-13.
    6. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    7. Conte, Francesca & Sardanelli, Domenico & Vollero, Agostino & Siano, Alfonso, 2023. "CSR signaling in controversial and noncontroversial industries: CSR policies, governance structures, and transparency tools," European Management Journal, Elsevier, vol. 41(2), pages 274-281.
    8. Yi Chen & Zhe Wang, 2023. "Optimal Sequential Selling Mechanism and Deal Protections in Mergers and Acquisitions," Journal of Finance, American Finance Association, vol. 78(4), pages 2139-2188, August.
    9. Bolton, Lisa E. & Mattila, Anna S., 2015. "How Does Corporate Social Responsibility Affect Consumer Response to Service Failure in Buyer–Seller Relationships?," Journal of Retailing, Elsevier, vol. 91(1), pages 140-153.
    10. Sansome, Kate & Wilkie, Dean & Conduit, Jodie, 2024. "Beyond information availability: Specifying the dimensions of consumer perceived brand transparency," Journal of Business Research, Elsevier, vol. 170(C).
    11. Grimmer, Martin & Bingham, Timothy, 2013. "Company environmental performance and consumer purchase intentions," Journal of Business Research, Elsevier, vol. 66(10), pages 1945-1953.
    12. Bianca Grohmann & H. Bodur, 2015. "Brand Social Responsibility: Conceptualization, Measurement, and Outcomes," Journal of Business Ethics, Springer, vol. 131(2), pages 375-399, October.
    13. Sora Kim, 2019. "The Process Model of Corporate Social Responsibility (CSR) Communication: CSR Communication and its Relationship with Consumers’ CSR Knowledge, Trust, and Corporate Reputation Perception," Journal of Business Ethics, Springer, vol. 154(4), pages 1143-1159, February.
    14. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
    15. Jeffrey J. Reuer & Arkadiy V. Sakhartov, 2021. "Economies of Scope and Optimal Due Diligence in Corporate Acquisitions," Organization Science, INFORMS, vol. 32(4), pages 1100-1119, July.
    16. Liyin Jin & Yanqun He, 2018. "How the frequency and amount of corporate donations affect consumer perception and behavioral responses," Journal of the Academy of Marketing Science, Springer, vol. 46(6), pages 1072-1088, November.
    17. Alexander Chernev & Sean Blair, 2015. "Doing Well by Doing Good: The Benevolent Halo of Corporate Social Responsibility," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(6), pages 1412-1425.
    18. Jonah Berger & Chip Heath, 2007. "Where Consumers Diverge from Others: Identity Signaling and Product Domains," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 121-134, June.
    19. Jelena Titko & Anna Svirina & Tatjana Tambovceva & Viktorija Skvarciany, 2021. "Differences in Attitude to Corporate Social Responsibility among Generations," Sustainability, MDPI, vol. 13(19), pages 1-12, October.
    20. Kim, Junghyun & Park, Taehoon, 2020. "How corporate social responsibility (CSR) saves a company: The role of gratitude in buffering vindictive consumer behavior from product failures," Journal of Business Research, Elsevier, vol. 117(C), pages 461-472.
    21. Boulding, William & Kirmani, Amna, 1993. "A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 111-123, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sansome, Kate & Wilkie, Dean & Conduit, Jodie, 2024. "Beyond information availability: Specifying the dimensions of consumer perceived brand transparency," Journal of Business Research, Elsevier, vol. 170(C).
    2. Louise May Hassan & Miriam McGowan & Edward Shiu, 2025. "They’re not my people: When inclusive marketing backfires," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 563-587, March.
    3. Zhimin Zhou & Yucheng Wang & Yaqin Zheng & Shixiong Liu, 2023. "Effects of brand community social responsibility: roles of collective self-esteem and altruism," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 347-366, July.
    4. Abhi Bhattacharya & Valerie Good & Hanieh Sardashti & John Peloza, 2021. "Beyond Warm Glow: The Risk-Mitigating Effect of Corporate Social Responsibility (CSR)," Journal of Business Ethics, Springer, vol. 171(2), pages 317-336, June.
    5. Gong, Shuhui & Liu, Lu & Shao, Jiawei & Li, Yue & Yang, Yuting, 2026. "Understanding the mechanism behind consumers’ purchase intentions toward AI recommendations: The trade-off between privacy and incentives," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    6. Olukorede Adewole, 2024. "Translating brand reputation into equity from the stakeholder’s theory: an approach to value creation based on consumer’s perception & interactions," International Journal of Corporate Social Responsibility, Springer, vol. 9(1), pages 1-39, December.
    7. Margarete Schellong & Nils D. Kraiczy & Lucia Malär & Andreas Hack, 2019. "Family Firm Brands, Perceptions of Doing Good, and Consumer Happiness," Entrepreneurship Theory and Practice, , vol. 43(5), pages 921-946, September.
    8. Jean-Pierre Thomassen & Marijke C. Leliveld & Kees Ahaus & Steven Walle, 2020. "Prosocial Compensation Following a Service Failure: Fulfilling an Organization’s Ethical and Philanthropic Responsibilities," Journal of Business Ethics, Springer, vol. 162(1), pages 123-147, February.
    9. Kate Sansome & Jodie Conduit & Dean Wilkie, 2026. "Acknowledging brand shortcomings: the interplay between negative disclosures, brand transparency, brand credibility, and word-of-mouth," Journal of Brand Management, Palgrave Macmillan, vol. 33(2), pages 154-176, March.
    10. Heribert Gierl & Julia Koncz, 2007. "Unternehmenswachstum und Internationalität als Qualitätssignale," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 17(4), pages 389-409, January.
    11. Bodur, H. Onur & Tezer, Ali & Grohmann, Bianca, 2023. "Execution novelty: Improving brand evaluations in cause sponsorship," Journal of Business Research, Elsevier, vol. 165(C).
    12. Pilar Fernández‐Ferrín & Sandra Castro‐González & Belén Bande, 2021. "Corporate social responsibility, emotions, and consumer loyalty in the food retail context: Exploring the moderating effect of regional identity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 648-666, March.
    13. Manal Alidarous, 2024. "Driving Venture Capital Interest: The Influence of the Big 4 Audit Firms on IPOs," JRFM, MDPI, vol. 17(7), pages 1-31, July.
    14. Lamotte, Olivier & Chalençon, Ludivine & Mayrhofer, Ulrike & Colovic, Ana, 2021. "Intangible resources and cross-border acquisition decisions: The impact of reputation and the moderating effect of experiential knowledge," Journal of Business Research, Elsevier, vol. 131(C), pages 297-310.
    15. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.
    16. Maria Antonietta Raimondo & Gaetano Nino Miceli & Stefania Farace, 2013. "Self o mass branding? La relazione tra personalizzazione e marca," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(4), pages 149-171.
    17. Maurer, Joshua D. & Creek, Steven A. & Allison, Thomas H. & Bendickson, Joshua S. & Sahaym, Arvin, 2023. "Affiliation rhetoric and digital orientation in crowdfunding appeals," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    18. Evila Piva & Cristina Rossi-Lamastra, 2018. "Human capital signals and entrepreneurs’ success in equity crowdfunding," Small Business Economics, Springer, vol. 51(3), pages 667-686, October.
    19. Khalifa, Dina & Shukla, Paurav, 2021. "When luxury brand rejection causes brand dilution," Journal of Business Research, Elsevier, vol. 129(C), pages 110-121.
    20. Claus, Bart & Geyskens, Kelly & Millet, Kobe & Dewitte, Siegfried, 2012. "The referral backfire effect: The identity-threatening nature of referral failure," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 370-379.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:201:y:2025:i:c:s0148296325005284. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.