Walking a slippery line: Investments in social values and product longevity
研究了企业赞助社会价值活动（如人权）如何通过赋予产品象征意义延长其寿命，但高价可能引发消费者对动机的质疑，从而削弱这一效果。
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 . Copyright © 2014 John Wiley & Sons, Ltd.