How Temporal Order of Inconsistent CSR Information Affects Consumer Perceptions?

نویسندگان

چکیده

What happens first between a corporate social responsibility (CSR) communication and crisis can result in different levels of perceived cognitive dissonance hypocrisy depending on whether there is information inconsistency the CSR crisis. This paper presents findings from an experimental study online survey conducted administered to investigate contingency influence consumer perceptions response inconsistent information. The results indicate that consumers experience greater perceive more when they are exposed, first, initiative then crisis, than order reversed, provided congruent with same issue. However, no significant differences incongruent Further, suggest not only directly influences reputation, but also indirectly affects reputation through mediating effect hypocrisy. theoretical contribution this lies providing better understanding (including dissonance, reputation) Meanwhile, managerial stands by insights into use strategies.

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ژورنال

عنوان ژورنال: Sustainability

سال: 2021

ISSN: ['2071-1050']

DOI: https://doi.org/10.3390/su13084292