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Corporate hypocrisy and social responsibility: A comparative study of brand crises effect on consumer's attitude toward brands

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Resumo:It is essential to understand how consumers react to scandals that occur in the domain the brand promotes corporate social responsibility. This study discusses how corporate social responsibility and perceived corporate hypocrisy change consumer attitudes after a brand crisis. The results of 328 responses to a survey about attitude towards four brands faced a crisis in the environmental domain - BP, Zara, Nestlé and Volkswagen - verified the existence of significant changes with more negative attitudes after respondents have been remembered/exposed to inconsistent information between brand environmental CSR and its actual behaviour on that domain. All studied cases have proved the important role of perceived corporate hypocrisy in the formation of negative attitudes towards the brand. The research alert managers to the fragility of CSR when they are driven by extrinsic or self-interest reasons, as they can be counterproductive when a scandal arises in the same area.
Autores principais:Santos, Ana Luísa
Outros Autores:Casais, Beatriz Graça Luz
Assunto:Attitude towards the brand Brand crises Corporate hypocrisy Corporate social responsibility CSR
Ano:2019
País:Portugal
Tipo de documento:artigo
Tipo de acesso:acesso restrito
Instituição associada:Universidade do Minho
Idioma:inglês
Origem:RepositóriUM - Universidade do Minho

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