Moral Capital or Moral Expectations? Disentangling the Role of Prior CSR Engagement in Driving Consumers' Reactions to Corporate Scandals

Baris Pascal Güntürkün, Till Haumann, Laura Marie Edinger-Schons

Publikation: Beitrag in Buch/KonferenzbandBeitrag in Konferenzband

Abstract

The current research investigates how consumers respond to firms that have been engaged in CSR but are nowexperiencing a corporate scandal and shows (a) that CSR activities in the same domain as the corporate scandal aggravateits negative consequences, whereas CSR activities in another domain may mitigate its negative consequences and (b) that thisrelationship is mediated by differences in consumers’ perceptions of trust and corporate hypocrisy.
OriginalspracheEnglisch
Titel des SammelwerksProceedings of the AMA Winter Academic Conference, Volume 30
Herausgeber*innen American Marketing Association (AMA)
ErscheinungsortChicago, Illinois
Seiten249 - 250
PublikationsstatusVeröffentlicht - 2019

Österreichische Systematik der Wissenschaftszweige (ÖFOS)

  • 502019 Marketing
  • 501002 Angewandte Psychologie

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