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Corporate do-gooder efforts can boost sales as long as they're tied to corporate harm

  • Written by Dionne A Nickerson, Assistant Professor of Marketing, Indiana University
Corporate do-gooder efforts can boost sales as long as they're tied to corporate harmBrands spend billions on the environment and the common good.onurdongel/iStock via Getty Images Plus

The Research Brief is a short take about interesting academic work.

The big idea

Customers spent more buying stuff from companies that engaged in corporate social responsibility than those that didn’t – as long as those do-gooder efforts...

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