To Trust or Not to Trust: Consumer Perceptions of Corporate Sociopolitical Activism

IF 1.4 Q2 COMMUNICATION

Business and Professional Communication Quarterly Pub Date : 2023-04-03 DOI:10.1177/23294906231166141

引用次数: 2

Abstract

When companies take a stance on sociopolitical issues, it is considered corporate social advocacy (CSA). This article examines to what extent perceived corporate motives of engaging in CSA affect consumer skepticism and brand equity. It is one of the few published studies of consumer attitudes toward companies’ CSA involvement. An online survey was conducted ( N = 375). It provides evidence that consumer assessments of the motives that inspire CSA are similar to the better-researched motives that inspire CSR. The findings imply that companies need to develop a good understanding of the consumers’ attributions when engaging in CSA.

查看原文本刊更多论文

信任还是不信任:消费者对企业社会政治行动主义的看法

当公司在社会政治问题上采取立场时，这被视为企业社会倡导（CSA）。本文考察了企业参与CSA的动机在多大程度上影响消费者的怀疑和品牌资产。这是为数不多的已发表的关于消费者对公司CSA参与态度的研究之一。进行了一项在线调查（N = 375）。它提供了证据，表明消费者对激励CSA的动机的评估与更好研究的激励CSR的动机相似。研究结果表明，公司在参与CSA时需要对消费者的归因有一个良好的理解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Business and Professional Communication Quarterly COMMUNICATION-

CiteScore

2.40

自引率

38.50%

发文量

期刊介绍： Business and Professional Communication Quarterly is the only refereed journal devoted to research that advances the teaching of communication in the workplace. The journal aims to present the many interdisciplinary, international, and organizational perspectives that characterize the field and specifically to publish research that advances knowledge about business and professional communication pedagogy and praxis in both academic and workplace settings, including technical and scientific communication, rhetoric, program design and assessment, the impact of technology, sustainability, global and multicultural issues, nonprofit communication, and best practices. As an interdisciplinary journal, BPCQ welcomes manuscripts that address a variety of theoretical, applied, and practical approaches and topics in the teaching and praxis of business, corporate, organizational, professional, or technical communication, including qualitative and quantitative research on classroom teaching or assessment, case studies of specific classroom techniques, reports on strategies for program development, innovative assignments or methodologies, and reviews of scholarship relevant to business and professional communication pedagogy. BPCQ especially welcomes manuscripts that address the principles of SoTL (scholarship of teaching and learning). BPCQ also publishes articles on a particular theme, for which a call may be announced on the ABC website: http://www.businesscommunication.org. Information on submitting book reviews can be found at http://www.montclair.edu/cwe/bcq