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 consumers did not identify with the firm.


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.


Bettina Lis, University of Mainz, Germany
Sabine Einwiller, University of Mainz, Germany


NA - Advances in Consumer Research Volume 41 | 2013

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