CSR commitments, perceptions of hypocrisy, and recovery
Abstract
This paper examines perceived hypocrisy when a failure is aligned with prior social performance. It is hypothesized that commitment to a CSR domain creates greater performance expectations thus exacerbating the effects when an aligned failure occurs. Study 1 demonstrates that failure alignment and severity increase perceived hypocrisy which negatively impacts customer evaluations of trust, repurchase intent, and brand attitude. Study 2 evaluates...
Paper Details
Title
CSR commitments, perceptions of hypocrisy, and recovery
Published Date
Mar 12, 2020
Volume
5
Issue
1
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