TY - JOUR
T1 - Walking the tightrope
T2 - How does corporate advocacy for controversial social issues catalyze change or spark backlash?
AU - Byun, Sang Eun
AU - Mann, Manveer
N1 - Publisher Copyright:
© 2024
PY - 2024/11
Y1 - 2024/11
N2 - Despite a growing trend in corporate social advocacy (CSA), public responses to a company's stance on controversial issues have been understudied. Using an online survey targeting U.S. adults, this study examines the theoretical mechanisms underlying consumers’ multifaceted reactions to CSA using Dick's stance on gun control as a specific case of CSA. Drawing on attribution theory and moral emotion theories, this study finds that positive moral emotions—gratitude and elevation—fully mediate the relationship between perceived intrinsic CSA motives and brand loyalty intention (primary impact), as well as willingness to pay more for companies advocating the same cause (secondary impact), thereby amplifying the overall impact of the advocacy. In contrast, CSA lacking intrinsic motives triggers negative moral emotions (anger), which in turn undermines brand loyalty intention. However, perceived extrinsic CSA motives have no significant influence. Theoretical and practical implications are discussed.
AB - Despite a growing trend in corporate social advocacy (CSA), public responses to a company's stance on controversial issues have been understudied. Using an online survey targeting U.S. adults, this study examines the theoretical mechanisms underlying consumers’ multifaceted reactions to CSA using Dick's stance on gun control as a specific case of CSA. Drawing on attribution theory and moral emotion theories, this study finds that positive moral emotions—gratitude and elevation—fully mediate the relationship between perceived intrinsic CSA motives and brand loyalty intention (primary impact), as well as willingness to pay more for companies advocating the same cause (secondary impact), thereby amplifying the overall impact of the advocacy. In contrast, CSA lacking intrinsic motives triggers negative moral emotions (anger), which in turn undermines brand loyalty intention. However, perceived extrinsic CSA motives have no significant influence. Theoretical and practical implications are discussed.
KW - Attribution
KW - Corporate Social Advocacy
KW - Loyalty intention
KW - Moral emotion
KW - Willingness to pay more
UR - http://www.scopus.com/inward/record.url?scp=85200334932&partnerID=8YFLogxK
U2 - 10.1016/j.pubrev.2024.102490
DO - 10.1016/j.pubrev.2024.102490
M3 - Article
AN - SCOPUS:85200334932
SN - 0363-8111
VL - 50
JO - Public Relations Review
JF - Public Relations Review
IS - 4
M1 - 102490
ER -