When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions
This research contributes to the inconclusive debate in the field of corporate social responsibility (CSR) on whether a brand’s moral reputation is a buffer or a liability when facing later accusations of corporate ethical transgressions. Drawing on expectancy disconfirmation theory we show that it can be both.
Citation:
Marlene Vock, Adrian Ward, and Margaret C. Campbell (2018) ,"When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 340-345.
Authors
Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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