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The Asymmetric Effect of a Firm’S Invested Effort in the Csr Campaign
Conference proceeding   Peer reviewed

The Asymmetric Effect of a Firm’S Invested Effort in the Csr Campaign

Taehoon Park, Elise Ince and Anastasiya Ghosh
Advances in Consumer Research, Vol.45, p.803
01-01-2017

Abstract

Social responsibility Studies
This research investigates a new moderator of the Corporate Social Responsibility (CSR) - Corporate Social Irresponsibility (CSI) relationship. We propose that the firm’s invested effort in the CSR campaign reduces consumers’ suspicion of its ulterior motive, which, in turn, improves firm’s evaluation, but only when the CSR precedes the CSI.

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