caa a22 4500 60548399X CHVBK 20210128100434.0 cr unu---uuuuu 210128e20151001xx s 000 0 eng 10.1007/s10551-014-2279-4 doi (NATIONALLICENCE)springer-10.1007/s10551-014-2279-4 Brand Social Responsibility: Conceptualization, Measurement, and Outcomes [Elektronische Daten] [Bianca Grohmann, H. Bodur] Social responsibility is typically examined at the firm level, yet there are instances in which consumers' social responsibility perceptions of the firm's product brands differ from social responsibility perceptions with regard to the firm [i.e., corporate social responsibility (CSR)]. This article conceptualizes brand social responsibility (BSR) and delineates it from CSR. Following the development of a BSR scale (Study 1), this research demonstrates variations in consumers' social responsibility perceptions across product brands even if they are owned by the same corporation and compete in the same product category (Study 2). BSR is distinct from CSR (Studies 3a-3c), and better predicts consumers' responses to product brands compared to corporate level measures (Study 4). Consistent with the conceptual distinction, this research demonstrates the unique contribution of BSR and CSR in predicting product brand and corporate outcomes, respectively (Study 5). From a theoretical viewpoint, this research is one of the few to examine differences between product brand and CSR. From a managerial viewpoint, the consideration of social responsibility at the product brand level facilitates the assessment of social responsibility perceptions across brands in brand portfolios managed under a mixed-branding or house-of-brands strategy. Springer Science+Business Media Dordrecht, 2014 Branding nationallicence Social responsibility nationallicence Sustainability nationallicence Measurement nationallicence Grohmann Bianca John Molson School of Business, Concordia University, 1455 de Maisonneuve Blvd. W. MB 13.305, H3G 1M8, Montreal, QC, Canada aut Bodur H. John Molson School of Business, Concordia University, 1455 de Maisonneuve Blvd. W. MB 13.317, H3G 1M8, Montreal, QC, Canada aut Journal of Business Ethics Springer Netherlands 131/2(2015-10-01), 375-399 0167-4544 131:2<375 2015 131 10551 https://doi.org/10.1007/s10551-014-2279-4 text/html Onlinezugriff via DOI BK010053 XK010053 XK010000 Metadata rights reserved Springer special CC-BY-NC licence nationallicence 1 research-article jats NATIONALLICENCE NATIONALLICENCE NL-springer NATIONALLICENCE 856 40 https://doi.org/10.1007/s10551-014-2279-4 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Grohmann Bianca John Molson School of Business, Concordia University, 1455 de Maisonneuve Blvd. W. MB 13.305, H3G 1M8, Montreal, QC, Canada aut NATIONALLICENCE 700 1- Bodur H. John Molson School of Business, Concordia University, 1455 de Maisonneuve Blvd. W. MB 13.317, H3G 1M8, Montreal, QC, Canada aut NATIONALLICENCE 773 0- Journal of Business Ethics Springer Netherlands 131/2(2015-10-01), 375-399 0167-4544 131:2<375 2015 131 10551