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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