Linking Issue Management, Corporate Social Responsibility and Crisis Communication: Applying Balance Theory in Crisis and Issue Management

Through a 2 × 2 × 3 experiment design, this study examines effects of issue-related corporate social responsibility (CSR) programmes on stakeholder perceptions of an issue-related crisis (i.e., blame, scepticism and corporate credibility) through the lens of balance theory. Results indicate that issue-related CSR programmes work well in reducing scepticism when stakeholders have high issue involvement and positive attitudes. Scepticism is also found to be a mediator between issue-related CSR programmes and perceived corporate credibility.