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

نویسندگان

چکیده

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

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ژورنال

عنوان ژورنال: Business and professional communication quarterly

سال: 2023

ISSN: ['2329-4906', '2329-4922']

DOI: https://doi.org/10.1177/23294906231166141