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- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 1356-3289
- DOI
- 10.1108/ccij-08-2018-0090
- Publisher site
- See Article on Publisher Site
Abstract
The purpose of this paper is to explore the corporate social responsibility (CSR) paradox, when a social campaign hurts the sponsoring brand even while raising concern for the campaign issue.Design/methodology/approachA between-subjects experiment tested the effects of regulatory frames, issue involvement and collective efficacy on brand attitude, attitude toward the campaign messages, and concern for the issue.FindingsA promotion-oriented frame (vs prevention-oriented frame) produced a more unfavorable brand attitude among consumers who had low levels of collective efficacy, even though the promotion-oriented frame generated strong concern for the issue itself. Attitudes toward the campaign messages remained favorable, suggesting that the negative effect of message frames was directly specifically at the brand.Originality/valueUsing real-world campaign materials demonstrated that a firm’s CSR campaign efforts can create important brand risks.
Journal
Corporate Communications An International Journal – Emerald Publishing
Published: Feb 4, 2019
Keywords: Brand attitude; Corporate social responsibility; Brand negativity; Regulatory framing