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When CSR-based identification backfires: Testing the effects of CSR-related negative publicity

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  • Einwiller, Sabine
  • Lis, Bettina
  • Ruppel, Christopher
  • Sen, Sankar

Abstract

In the face of much research documenting an ameliorative, buffering effect of consumer-company identification on consumer reactions to negative publicity about a company, this paper theorizes and demonstrates, through two studies, that when such identification is based on a company's CSR (i.e., corporate social responsibility), as opposed to CA (i.e., corporate ability), strongly identified consumers react more, rather than less, negatively to negative publicity in the same domain (i.e., CSR). In addition, this paper provides evidence for the process underlying this backfiring effect among those most connected to the company, based on their perceived betrayal by the company in a particularly self-relevant domain and their subsequent disidentification with it, producing among them intentions to oppose the company.

Suggested Citation

  • Einwiller, Sabine & Lis, Bettina & Ruppel, Christopher & Sen, Sankar, 2019. "When CSR-based identification backfires: Testing the effects of CSR-related negative publicity," Journal of Business Research, Elsevier, vol. 104(C), pages 1-13.
    • Handle: RePEc:eee:jbrese:v:104:y:2019:i:c:p:1-13
    DOI: 10.1016/j.jbusres.2019.06.036
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    References listed on IDEAS

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    Cited by:

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    3. Tan, Teck Ming & Balaji, M.S. & Oikarinen, Eeva-Liisa & Alatalo, Sari & Salo, Jari, 2021. "Recover from a service failure: The differential effects of brand betrayal and brand disappointment on an exclusive brand offering," Journal of Business Research, Elsevier, vol. 123(C), pages 126-139.
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    5. Joanna Sawicka & Elżbieta Marcinkowska, 2023. "Environmental CSR and the Purchase Declarations of Generation Z Consumers," Sustainability, MDPI, vol. 15(17), pages 1-14, August.
    6. Valor, Carmen & Antonetti, Paolo & Zasuwa, Grzegorz, 2022. "Corporate social irresponsibility and consumer punishment: A systematic review and research agenda," Journal of Business Research, Elsevier, vol. 144(C), pages 1218-1233.
    7. Kenichi Jogel Pacis & Maria Angela Almendrala & Rica Jade Paitone & Antonio Etrata Jr., 2022. "The relevance of the notion for all publicity is good publicity: The influencing factors in the 21st century," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(2), pages 42-56, March.
    8. Zimmer, Lukas & Swoboda, Bernhard, 2023. "Perceived corporate social responsibility effects across nations – The role of national institutions," International Business Review, Elsevier, vol. 32(3).
    9. Otrachshenko, Vladimir & Hartwell, Christopher A. & Popova, Olga, 2023. "Energy efficiency, market competition, and quality certification: Lessons from Central Asia," Energy Policy, Elsevier, vol. 177(C).
    10. Monfort, Abel & Villagra, Nuria & Sánchez, Joaquín, 2021. "Economic impact of corporate foundations: An event analysis approach," Journal of Business Research, Elsevier, vol. 122(C), pages 159-170.
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    12. Woon Leong Lin, 2024. "Too little of a good thing? Curvilinear effects of corporate social responsibility on corporate financial performance," Review of Managerial Science, Springer, vol. 18(8), pages 2197-2228, August.
    13. Huang, Ran & Ha, Sejin, 2020. "The effects of warmth-oriented and competence-oriented service recovery messages on observers on online platforms," Journal of Business Research, Elsevier, vol. 121(C), pages 616-627.
    14. Jabeen, Fauzia & Kaur, Puneet & Talwar, Shalini & Malodia, Suresh & Dhir, Amandeep, 2022. "I love you, but you let me down! How hate and retaliation damage customer-brand relationship," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    15. Afonso Vieira, Valter & Wolter, Jeremy S. & Falcão Araujo, Clécio & Saraiva Frio, Ricardo, 2023. "What makes the corporate social responsibility impact on Customer–Company identification stronger? A meta-analysis," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 475-492.

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