走钢丝:企业对有争议的社会问题的宣传如何促进变革或引发反弹?

IF 4.1 3区 管理学 Q2 BUSINESS Public Relations Review Pub Date : 2024-08-02 DOI:10.1016/j.pubrev.2024.102490
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引用次数: 0

摘要

尽管企业社会倡导(CSA)呈增长趋势,但公众对企业在有争议问题上的立场的反应却研究不足。本研究利用一项针对美国成年人的在线调查,以迪克公司在枪支管制问题上的立场作为企业社会倡导的一个具体案例,研究了消费者对企业社会倡导的多方面反应的理论机制。借鉴归因理论和道德情感理论,本研究发现,积极的道德情感--感恩和提升--完全调节了感知到的CSA内在动机与品牌忠诚意向(主要影响)之间的关系,以及为倡导同一事业的公司支付更多费用的意愿(次要影响),从而扩大了倡导的整体影响。相反,缺乏内在动机的 CSA 会引发负面的道德情绪(愤怒),进而削弱品牌忠诚意向。然而,感知到的外在 CSA 动机则没有显著影响。本文讨论了其理论和实践意义。
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Walking the tightrope: How does corporate advocacy for controversial social issues catalyze change or spark backlash?

Despite a growing trend in corporate social advocacy (CSA), public responses to a company’s stance on controversial issues have been understudied. Using an online survey targeting U.S. adults, this study examines the theoretical mechanisms underlying consumers’ multifaceted reactions to CSA using Dick’s stance on gun control as a specific case of CSA. Drawing on attribution theory and moral emotion theories, this study finds that positive moral emotions—gratitude and elevation—fully mediate the relationship between perceived intrinsic CSA motives and brand loyalty intention (primary impact), as well as willingness to pay more for companies advocating the same cause (secondary impact), thereby amplifying the overall impact of the advocacy. In contrast, CSA lacking intrinsic motives triggers negative moral emotions (anger), which in turn undermines brand loyalty intention. However, perceived extrinsic CSA motives have no significant influence. Theoretical and practical implications are discussed.

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来源期刊
CiteScore
8.00
自引率
19.00%
发文量
90
期刊介绍: The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.
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