In this 2012 research, Professor Alexander Chernev and PhD candidate Sean Blair from the Kellogg School of Management at Northwestern University conducted Doing Well by Doing Good: The Benevolent Halo of Social Goodwill and provide evidence that a firm’s pro-social activities can have a significant impact not only on consumers’ goodwill toward the firm’s brand, but also on their beliefs about the firm’s products. They test their predictions in a series of four empirical studies.
Get the full study Related podcast episodeDoing Well by Doing Good: The Benevolent Halo of Social Goodwill
