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The disconnect between the corporate social responsibility (CSR) rhetoric and the practical reality experienced within companies calls for improved CSR evaluation systems…
The disconnect between the corporate social responsibility (CSR) rhetoric and the practical reality experienced within companies calls for improved CSR evaluation systems that take into account the hypocrisy content of the firm's communication. The aim of this article is to contribute to the conceptual underpinning of a sincerity/hypocrisy index that positions an organization on a continuum from idealism to cynicism.
Starting with the analysis of the reasons for the dissonance between message and reality, the drivers of ethical corporate behavior, the intention of the actors and the intensity of effort and of corporate communication were analysed.
The analysis of the reasons for dissonance between message and reality sheds light on the role of communication in the perception of hypocrisy. An underlying model of a sincerity/hypocrisy index is proposed to position the firm on a continuum from idealism to hypocrisy in function of the degree of congruence or dissonance between communication and reality.
This concept of sincerity index could form a valuable basis for the development of new evaluation instruments for rating agencies, screening institutions and other evaluation bodies.
The instrument can help management to concentrate on the essence of CSR: the effective implementation of a corporate culture with attention for values and responsible business practices.
Why is social action politically so difficult to manage, especially in the field of health and above all when it concerns health care for immigrant populations? This…
Why is social action politically so difficult to manage, especially in the field of health and above all when it concerns health care for immigrant populations? This article examines this question by analysing public policies concerning the situation of migrants living with HIV/Aids in France.
There is increasing interest in understanding negative consumer reactions to brands and the nature of negative brand perceptions. The purpose of this paper is to…
There is increasing interest in understanding negative consumer reactions to brands and the nature of negative brand perceptions. The purpose of this paper is to conceptualize the construct of brand hypocrisy from a consumer perspective and develop a scale to measure it.
A multiphase scale development process involving 559 consumers was conducted. Study 1 pertains to item generation and reduction phases. Study 2 reports on scale purification and validation through confirmatory factor analyses and model comparisons. Study 3 focuses on discriminant and predictive validity, while Study 4 further investigates predictive validity using real brands with differences in brand hypocrisy.
A 12-item scale measuring four dimensions of brand hypocrisy is developed: image hypocrisy (brand failing to put words into action), mission hypocrisy (brand exerting an unacknowledged negative impact on society or consumer well-being), message hypocrisy (brand conveying unrealistic or unattainable images) and social hypocrisy (brand supporting social responsibility initiatives for strategic purposes only). Results indicate that brand hypocrisy is distinguishable from similar constructs in the literature and that it is a significant predictor of negative word-of-mouth and brand distance.
This conceptualization provides managers with a detailed understanding of what constitutes a hypocritical brand in the eyes of consumers as well as insights about how to prevent consumer perceptions of brand hypocrisy.
Findings enrich the understanding of negative consumer inferences related to brands and provide a conceptualization of an understudied but increasingly relevant form of brand judgment.