How Corporate Social Responsibility (CSR) Saves a Company: The Role of Gratitude in Buffering Vindictive Consumer Behavior from Product Failures
We show that a priori company’s CSR engagement decreases consumers’ vindictive reaction toward a performance failure accident of the company. We demonstrate that a CSR engagement elicits feeling of gratitude that increases trustworthiness of the company, which in turn decreases vindictive behavioral intention of consumers after a performance failure.
Publication: Journal of Business Research
Authors: Taehoon Park
Notes: LCOB Top Tier Award 2020