TY  - JOUR
AB  - Purpose The purpose of this paper is to explore the corporate social responsibility (CSR) paradox, when a social campaign hurts the sponsoring brand even while raising concern for the campaign issue.Design/methodology/approach A between-subjects experiment tested the effects of regulatory frames, issue involvement and collective efficacy on brand attitude, attitude toward the campaign messages, and concern for the issue.Findings A promotion-oriented frame (vs prevention-oriented frame) produced a more unfavorable brand attitude among consumers who had low levels of collective efficacy, even though the promotion-oriented frame generated strong concern for the issue itself. Attitudes toward the campaign messages remained favorable, suggesting that the negative effect of message frames was directly specifically at the brand.Originality/value Using real-world campaign materials demonstrated that a firm’s CSR campaign efforts can create important brand risks.
VL  - 24
IS  - 1
SN  - 1356-3289
DO  - 10.1108/CCIJ-08-2018-0090
UR  - https://doi.org/10.1108/CCIJ-08-2018-0090
AU  - Johnson-Young Elizabeth
AU  - Magee Robert G.
PY  - 2019
Y1  - 2019/01/01
TI  - The CSR paradox: when a social responsibility campaign can tarnish a brand
T2  - Corporate Communications: An International Journal
PB  - Emerald Publishing Limited
SP  - 179
EP  - 196
Y2  - 2024/05/14
ER  -