Consumer Behavior: IS IT A GOOD STRATEGY TO USE CSR INFORMATION TO BUILD THE FIRST IMPRESSION OF THE COMPANY? THE MODERATING EFFECT OF CONSUMERS' CSR-CA BELIEF.

The article discusses research by Su Zhang, Chi-Cheng Luan, and Ngoc Anh Pham The study examines the strategic use of CSR (Corporate Social Responsibility) information to create a positive first impression of a company. It explores the impact of destination personality congruity and the moderating role of perceived crowding, finding that a favorable first impression created by CSR information is most effective in generating positive consumer evaluations when consumers hold high CSR-CA beliefs.