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

Bettina Lis, University of Mainz, Germany
Sabine Einwiller, University of Mainz, Germany
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.
[ to cite ]:
Bettina Lis and Sabine Einwiller (2013) ,"When Bad Csr Happens to ‘Good’ Companies: the Moderating Role of Identification", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.