CONGRUENCE EFFECTS IN CORPORATE SOCIAL RESPONSIBILITY (CSR) ACTIVITIES: THE CASE OF COMPANIES WITH BAD REPUTATIONS.

Abstract

Based on attribution theory, this study investigates the effects of corporate social responsibility (CSR) activities in the domain of companies with bad reputations. The results of the experimental study reveal that the degree of congruence between the cause and the company of bad reputation has negative impacts on consumers' perceived altruistic motives, as well as perceived credibility of and attitude toward the company. Further, mediation analysis results indicate that the congruence effects on corporate attitudes are mediated by corporate credibility perception. [ABSTRACT FROM AUTHOR]