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Article
Publication date: 9 July 2024

Bitt Moon, Chang-Won Choi and Eugene Kim

A total of 478 Americans participated in an online survey. Each participant was asked to answer questions about a company randomly assigned from one of 36 companies representing…

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Abstract

Purpose

A total of 478 Americans participated in an online survey. Each participant was asked to answer questions about a company randomly assigned from one of 36 companies representing six industries.

Design/methodology/approach

This study aims to explain how corporate social responsibility (CSR) and negative corporate ability (CA) associations lead to negative word-of-mouth (WOM) intentions in non-crisis situations. Specifically, this study investigates the mediating roles of revenge and avoidance motives in the relationship between negative CSR and CA associations and the intention to generate negative WOM.

Findings

The findings indicate that negative CSR associations have a greater effect on WOM than negative CA associations. Moreover, negative CSR associations stimulate the revenge motive, resulting in stronger intentions to spread negative information, while negative CA associations lead to the avoidance motive, resulting in weaker intentions to spread negative information.

Originality/value

Unlike most previous studies that focused on crises, this study examines how negative CA and CSR associations influence negative WOM in non-crisis situations, shedding light on the roles of motives including the revenge and avoidance. The research fills a gap in the existing literature by demonstrating that negative CSR associations have a greater impact on negative WOM intentions than negative CA associations in non-crisis situations.

Details

Corporate Communications: An International Journal, vol. 29 no. 6
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 1 October 2024

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Details

Annals in Social Responsibility, vol. 10 no. 2
Type: Research Article
ISSN: 2056-3515

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Article
Publication date: 15 November 2024

Martina Topic

149

Abstract

Details

Corporate Communications: An International Journal, vol. 29 no. 6
Type: Research Article
ISSN: 1356-3289

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