Use of different corporate social responsibility (CSR) initiatives as a crisis mitigation strategy

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McDonald, Lynette
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Gabriel Ogunmokun, Rony Gabbay, Janelle Rose

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2006
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53264 bytes

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Paris

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There is a growing body of academic research on the importance of corporate social responsibility (CSR) initiatives in promoting positive consumer reactions. However, research on whether these initiatives mitigate negative consumer reactions to a company crisis is almost non-existent. In addition, no research appears to have compared the effectiveness of different CSR initiatives. Using attribution theory, I contend that in a product-harm crisis, different initiatives may differentially impact consumer attributions, emotions, attitudes and behavioural intents. I further apply the construct of involvement to CSR research, contending that higher consumer involvement with the initiative would result in a more positive crisis outcome.

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Conference Proceedings 2nd Biennial Conference of the Academy of World Business, Marketing and Management Development

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© 2006 Academy of Word Business. Reproduced in accordance with the copyright policy of the publisher. This paper was previously published in the 2006 Academy of World Business, Marketing and Management Development (AWBMAMD) Conference Proceedings, Volume 2, No.1, 2006, edited by Gabriel Ogunmokun, Rony Gabbay & Janelle Rose. Use hypertext link for access to conference website.

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