F6. Can Csr Save a Firm From a Crisis? a Role of Gratitude in the Buffering Effect of Csr on Consumer Vindictive Behavior.
This research examines the buffering effect of corporate social responsibility (CSR) on consumers vindictive behaviors during a product-harm crisis. Three studies demonstrate how CSR plays a critical role in reducing consumers intention to engage in vindictive behaviors (e.g., negative word-of-mouth) and propose a mediating role of consumer gratitude.
Junghyun Kim, Taehoon Park, and Myungsuh Lim (2018) ,"F6. Can Csr Save a Firm From a Crisis? a Role of Gratitude in the Buffering Effect of Csr on Consumer Vindictive Behavior.", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 912-912.
Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University
NA - Advances in Consumer Research Volume 46 | 2018
Globalizing from the Periphery: The Role of Consumer Paratextual Translation
Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia
Conjuring Creativity: The Impact of Fear
Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA
R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence
Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA