The association spillover mechanism of CSR crises: evidence from the Uber case

Abstract

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.