When Bad Csr Happens to 'Good' Companies: the Moderating Role of Identification

When Bad Csr Happens to 'Good' Companies: the Moderating Role of Identification

Consumer-company identification protects attitudes in the event of negative publicity, but not if negative information attacks the basis of identification. If consumers identify with a company because of CSR, attitudes and behavior deteriorate even more in the event of CSR misbehavior than if consum...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Hauptverfasser: Lis, Bettina, Einwiller, Sabine
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Consumer attitudes
Consumer behavior
Consumers
Market strategy
Publicity
Social responsibility
Studies
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Beschreibung
Zusammenfassung:Consumer-company identification protects attitudes in the event of negative publicity, but not if negative information attacks the basis of identification. If consumers identify with a company because of CSR, attitudes and behavior deteriorate even more in the event of CSR misbehavior than if consumers did not identify with the firm.
ISSN:0098-9258