Silent ripples: negative CSR associations' impact in non-crisis situations
Bitt Moon,
Chang-Won Choi,
Eugene Kim
Abstract:PurposeA total of 478 Americans participated in an online survey. Each participant was asked to answer questions about a company randomly assigned from one of 36 companies representing six industries.Design/methodology/approachThis study aims to explain how corporate social responsibility (CSR) and negative corporate ability (CA) associations lead to negative word-of-mouth (WOM) intentions in non-crisis situations. Specifically, this study investigates the mediating roles of revenge and avoidance motives in th… Show more
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