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Congruence Effects in Post-crisis CSRCommunication: The Mediating Role of Attribution of Corporate Motives

Authors
Kim, SojungChoi, Sejung Marina
Issue Date
12월-2018
Publisher
SPRINGER
Keywords
Congruence; Corporate crisis; Corporate social responsibility; Crisis type; CSR motives
Citation
JOURNAL OF BUSINESS ETHICS, v.153, no.2, pp.447 - 463
Indexed
SSCI
SCOPUS
Journal Title
JOURNAL OF BUSINESS ETHICS
Volume
153
Number
2
Start Page
447
End Page
463
URI
https://scholar.korea.ac.kr/handle/2021.sw.korea/71340
DOI
10.1007/s10551-016-3425-y
ISSN
0167-4544
Abstract
Corporate social responsibility (CSR) has grown on the corporate agenda and is at the heart of today's corporate culture. While much research has examined CSR strategies and effects, the effects of post-crisis CSR communication have received relatively little academic attention. Therefore, this paper uses two experimental studies to examine several key contingency factors that influence consumers' responses to post-crisis CSR initiatives. Results suggest that consumers demonstrate more favorable responses when a company launches a CSR initiative congruent with the crisis issue, or when the crisis is the result of an accident rather than a transgression. Further, the congruence between the crisis issue and the pre-crisis CSR initiative moderates the consistency effects between pre- and post-crisis initiatives. Such findings should be understood by considering the mediating role of corporate CSR motives' consumer attributions, which was evidenced in this study. This study theoretically contributes to an improved understanding of the underlying mechanism of the post-crisis CSR information process and managerially contributes to the strategic development of effective post-crisis CSR initiatives given a particular situation.
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CHOI, Sejung Marina
미디어학부 (미디어학부)
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