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 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


How does corporate social irresponsibility shape reputation and consumer advocacy? A moderated-mediation approach
(A2024-119720)

Published: May 28, 2024

AUTHORS

Grzegorz Zasuwa, The John Paul II Catholic University of Lublin; Sylwia Kostrzewa, The John Paul II Catholic University of Lublin

ABSTRACT

This study has a twofold objective: first, to examine how the two components of retailer reputation, sympathy and competence, mediate the relationship between corporate social irresponsibility (CSI) awareness and consumer advocacy; second, to show how three tenets of CSI (harm, blame, and victim complicity) moderate this relationship. The evasion of Sunday trading restrictions by grocery retail chains comprise the research context. To collect data, a large survey (N = 991) among consumers was conducted. The findings help to advance the CSI and retailing literature. Specifically, they show that consumer knowledge of a law evasion by a retailer reduces reputation for sympathy, whereas its effect on reputation for competence can be positive. The negative impact of CSI awareness is strengthened by harm perception and the blame attributed to a retailer. Additionally, reputation for sympathy fully mediates the effect of CSI on consumer advocacy, suggesting that people tend to support a socially irresponsible retailer, provided their sympathy toward it is not damaged.