Deconstructing corporate activism: a consumer approach

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Villagra García, Nuria and Sánchez Herrera, Joaquín and Clemente Mediavilla, Jorge and Pintado Blanco, Teresa (2022) Deconstructing corporate activism: a consumer approach. Journal of Management & Organization . pp. 1-15. ISSN 1833-3672

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Official URL: https://doi.org/10.1017/jmo.2022.70



Abstract

Defending social and political positions other than those that a company’s clients might support has always been an avoidable risk. However, this practice, called ‘corporate activism,’ has gradually been integrated into the strategies of organizations. The object of this work is thus to understand the antecedents of corporate activism from the consumer’s point of view. To understand this, we carry out structural equation modeling (SEM) based on a sample of 1,521 consumers. The results demonstrate that: (i) institutional credibility, corporate credibility, and authenticity act as antecedents of corporate activism; (ii) corporate credibility has a positive influence on corporate activism, while institutional credibility has a negative impact. These findings represent an interesting and novel contribution that helps to understand how these types of high-risk strategies should be adopted. The application of these results could enable companies to determine the conditions that favor a positive evaluation of corporative activism by consumers and avoid the use of such strategies in less favorable situations.


Item Type:Article
Additional Information:

CRUE-CSIC (Acuerdos Transformativos 2022)

Uncontrolled Keywords:Authenticity; Consumer attitudes; Corporate activism; Credibility
Subjects:Social sciences > Information science > Communication
Social sciences > Economics > Business enterprises
ID Code:74582
Deposited On:20 Sep 2022 08:43
Last Modified:21 Sep 2022 08:14

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