“Too good to be true!”: The effectiveness of CSR history in countering negative publicity

Vanhamme, Joëlle and Grobben, Bas (2009) “Too good to be true!”: The effectiveness of CSR history in countering negative publicity. Journal of Business Ethics, 85 (S2). pp. 273-283. ISSN 0167-4544

Full content URL: http://dx.doi.org/10.1007/s10551-008-9731-2

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Item Type:Article
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Abstract

Corporate crises call for effective communication to shelter or restore a company’s reputation. The use of corporate social responsibility (CSR) claims may provide an effective tool to counter the negative impact of a crisis, but knowledge about its effectiveness is scarce and lacking in studies that consider CSR communication during crises. To help fill this gap, this study investigates whether the length of company’s involvement in CSR matters when it uses CSR claims in its crisis communication as a means to counter negative publicity. The use of CSR claims in crisis communication is more effective for companies with a long CSR history than for those with a short CSR history, and consumer skepticism about claims lies at the heart of this phenomenon.

Keywords:Marketing
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:9266
Deposited On:30 Apr 2013 16:32

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