دورية أكاديمية
To Trust or Not to Trust: Consumer Perceptions of Corporate Sociopolitical Activism
| العنوان: | To Trust or Not to Trust: Consumer Perceptions of Corporate Sociopolitical Activism |
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| اللغة: | English |
| المؤلفون: | Yijing Wang (ORCID |
| المصدر: | Business and Professional Communication Quarterly. 2024 87(3):488-510. |
| الإتاحة: | SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub.com |
| Peer Reviewed: | Y |
| Page Count: | 23 |
| تاريخ النشر: | 2024 |
| نوع الوثيقة: | Journal Articles Reports - Research |
| Descriptors: | Consumer Economics, Corporations, Institutional Characteristics, Social Action, Marketing, Motivation Techniques, Advocacy, Social Problems |
| DOI: | 10.1177/23294906231166141 |
| تدمد: | 2329-4922 2329-4906 |
| مستخلص: | When companies take a stance on sociopolitical issues, it is considered corporate social advocacy (CSA). This article examines to what extent perceived corporate motives of engaging in CSA affect consumer skepticism and brand equity. It is one of the few published studies of consumer attitudes toward companies' CSA involvement. An online survey was conducted (N = 375). It provides evidence that consumer assessments of the motives that inspire CSA are similar to the better-researched motives that inspire CSR. The findings imply that companies need to develop a good understanding of the consumers' attributions when engaging in CSA. |
| Abstractor: | As Provided |
| Entry Date: | 2024 |
| رقم الأكسشن: | EJ1433830 |
| قاعدة البيانات: | ERIC |
Full Text Finder | تدمد: | 2329-4922 2329-4906 |
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| DOI: | 10.1177/23294906231166141 |