Abstract
Corporate sponsorship of events that support social values (e.g., human rights) help firms infuse their products with symbolic meaning, prolonging their life cycle. Yet, higher product prices might spark perceptions that the firm invests in social values for calculative or opportunistic motives, in which case event sponsorship is unlikely to deliver the expected benefits in the form of product longevity. This study explores this potential tension empirically, using data related to sponsored social events, entry prices, and product longevity for a U.S. cosmetics producer.
| Original language | English |
|---|---|
| Pages (from-to) | 1750-1760 |
| Number of pages | 11 |
| Journal | Strategic Management Journal |
| Volume | 36 |
| Issue number | 11 |
| Early online date | 11 Jul 2014 |
| DOIs | |
| Publication status | Published - 2 Oct 2015 |
Keywords
- cosmetic industry
- new product entry pricing
- product lifespan
- social values
- symbolic meaning
ASJC Scopus subject areas
- Business and International Management
- Strategy and Management