... identification Quality perceptions Buyer trust Time orientation Firm size Many business-to-business (B2B) brands use their history to influence buyer perceptions. For instance, adopting the slogan “More than 100 years of innovation,” the UPS shipping service narrates its history and the milestones...

... the latter relate to CSR authenticity. Study 2 examines how inequity perceptions are affected by firm size. Study 3 examines whether psychological distance (being a customer or non-customer) affects information processing by predisposing customers to forming higher inequity perceptions. Findings Study 1...