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

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

Department of Marketing

Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings

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.

Original language	English
Title of host publication	Proceedings of the AMA Winter Academic Conference, Volume 30
Editors	American Marketing Association (AMA)
Place of Publication	Chicago, Illinois
Pages	249 - 250
Publication status	Published - 2019

Austrian Classification of Fields of Science and Technology (ÖFOS)

502019 Marketing
501002 Applied psychology

Cite this

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

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{\textquoteright} perceptions of trust and corporate hypocrisy.",

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Moral Capital or Moral Expectations? Disentangling the Role of Prior CSR Engagement in Driving Consumers' Reactions to Corporate Scandals. / Güntürkün, Baris Pascal; Haumann, Till; Edinger-Schons, Laura Marie.
Proceedings of the AMA Winter Academic Conference, Volume 30. ed. / American Marketing Association (AMA). Chicago, Illinois, 2019. p. 249 - 250.

Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings

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AU - Güntürkün, Baris Pascal

AU - Haumann, Till

AU - Edinger-Schons, Laura Marie

PY - 2019

Y1 - 2019

N2 - 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.

AB - 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.

UR - https://www.ama.org/events/conference/2019-ama-winter-academic-conference/

M3 - Contribution to conference proceedings

SN - 978-0-87757-003-5

SP - 249

EP - 250

BT - Proceedings of the AMA Winter Academic Conference, Volume 30

A2 - American Marketing Association (AMA), null

CY - Chicago, Illinois

ER -

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

Abstract

Austrian Classification of Fields of Science and Technology (ÖFOS)

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