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A Study On The Interaction Between Corporate Reputation And Negativity Framing On Consumer Evaluation Of Corporate Social Responsibility, Chungyeol Lee, Dae Ryun Chang, Nayeon Kim, Lee

Asia Marketing Journal

Do corporate social responsibility (CSR) initiatives lead to positive outcomes for companies? Although it is commonly accepted that CSR is a necessary component of modern marketing communication, the empirical evidence shows that that is not always the case. If CSR is sometimes not conducive to better marketing, it behooves firms to determine the right conditions that foster more effective CSR. It is in that vein that this study aims to add to the growing body of marketing and CSR literature through a series of experiments that examines the dynamics between prior attitude toward the company, the fit between the company …