Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Annual Conference

The Impact of Corporate Social Irresponsibility on the Consumer-Brand Relationship

Published: May 27, 2020


ANDREA SANCHEZ, Université Clermont Auvergne; Jean-François TOTI, Université de Lille - IAE


corporate social irresponsibility; ethics; brand


Corporate social irresponsibility can negatively impact consumers’ relationships with brands by causing them to question organizations’ intentions and degree of responsibility. This research explores the moderating role of ambivalence, prior corporate reputation and prior brand attachment on the relation between consumers’ perceived ethicality (CPE) and negative word-of-mouth (NWOM), brand preference and purchase intention. We chose misleading advertising as an irresponsible business practice and conducted an online survey of 238 consumers in France. The findings show that when prior brand reputation is not good/bad, CPE is less effective in reducing NWOM. High ambivalence weakens the positive effect of CPE on purchase intention, and when prior brand attachment is low, CPE is less effective in predicting brand preference. This study provides valuable insight into how an immoral business practice influences consumers’ brand perception.