ABSTRACT

Drawing on insights from the corporate ability (CA) and corporate social responsibility (CSR) associations framework, the associative network theory (ANT) of memory, and crisis communication literature on the CA-CSR crisis typology, this study examines the impact of CSR crises on stakeholders’ responses via the underlying mechanism of the spillover from CSR onto CA associations. Using the context of Uber’s CSR crisis events in early 2017, results from a survey (N = 510) among participants in the United States showed that in CSR crises, weakened CSR associations had a spillover effect onto CA associations. The effects from both CSR and CA associations then influenced stakeholders’ company and product evaluations, which in turn led to negative word-of-mouth intention. Theoretical implications are discussed.

摘要

本研究借鉴了企业能力 (CA) 和企业社会责任 (CSR) 协会框架、记忆的联想网络理论 (ANT) 以及关于 CA-CSR 危机类型学的危机沟通文献的见解，研究了企业社会责任危机的影响通过从 CSR 溢出到 CA 协会的潜在机制来了解利益相关者的反应。以 2017 年初 Uber 的 CSR 危机事件为背景，对美国参与者的一项调查（N = 510）结果表明，在 CSR 危机中，削弱的 CSR 协会对 CA 协会具有溢出效应。CSR 和CA 协会的影响进而影响利益相关者的公司和产品评价，进而导致负面的口碑意向。讨论了理论意义。