How Corporate Social Responsibility (CSR) Saves a Company: The Role of Gratitude in Buffering Vindictive Consumer Behavior from Product Failures

March 18, 2021 / Taehoon Park / Tags: Marketing, 2020, LCOB Top Tier Award

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