Customers need to relate: The conditional warm glow effect of CSR on negative customer experiences
Abstract
In this article, we develop and empirically test a theoretical framework explaining when and how Corporate Social Responsibility (CSR) might influence evaluative judgments following a service failure. Across three studies, we find that company CSR enhances evaluations, but this effect is bounded by the fundamental need for relatedness, which reflects the extent to which individuals feel connected to others. That is, CSR enhances evaluations when...
Paper Details
Title
Customers need to relate: The conditional warm glow effect of CSR on negative customer experiences
Published Date
Jan 1, 2021
Journal
Volume
124
Pages
240 - 253
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