Are you willing to pay the price? The impact of corporate social (ir)responsibility on consumer behavior towards national and foreign brands

摘要: This research examines how the country of origin (national vs. foreign) affects relation between corporate social responsibility (CSR) and consumers' willingness to pay purchase intention. In study, we adopted a first-price sealed bid auction approach, using money in “real-world” setting. The results showed that CSR/corporate irresponsibility (CSIR) consumer behavior and, particularly, study supports both moderation hypothesis relationship CSR/CSIR globalization context, these have important implications for brands' communication marketing strategy can stimulate insights organizations. Future directions limitations are also discussed. Copyright © 2016 John Wiley & Sons, Ltd.