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 2022 Annual

I am One of the Good Ones, Forgive Me! The Impact of CSR on Brand Forgiveness

Published: May 24, 2022


Martin Ohlwein, International School of Management; Pascal Bruno, International School of Management (ISM)


From manipulated emission levels to exploding phone batteries, brand transgressions in form of self-inflicted scandals seem to be commonplace these days. Once transgressions have occurred, companies strive to restore customer relations and achieve brand forgiveness. Besides reactive ways to reach this goal, e.g., via crisis communication, firms can proactively build a reputation via CSR that serves as an “insurance” in case of transgressions. This study experimentally shows that a high (vs. low) level of proactive CSR increases the likelihood that a brand will be forgiven more than a reactive apology (vs. justification). Analyses on the underlying process reveal that a high level of CSR leads customers to attribute responsibility for transgressions to external factors, which enhances attitude toward the brand and brand forgiveness. These findings imply, e.g., that proactive CSR allows firms to simply justify transgressions rather than to issue lawsuit-triggering apologies.