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How much firms “give” to CSR vs how much they “gain” from it: inequity perceptions and their implications for CSR authenticity

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Liudmila Tarabashkina, Pascale G. Quester, Olga Tarabashkina
Journal: European Journal of Marketing
European Journal of Marketing (2020) 54 (8): 1987–2012.
https://doi.org/10.1108/EJM-11-2018-0772
Published: 19 June 2020
... smaller percentage allocations without support for the psychological distance effect. Research limitations/implications This study shows that the percentage of profits allocated to CSR, as well as firm size, can affect authenticity inferences via inequity perceptions. These findings point to different...
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