Abstract
AbstractBased on framing and attribution theory, this study explores the mediator role of CSR skepticism within the relation of media coverage about corporate social responsibility (CSR) activities on reputation and brand attitudes. Within this investigation, we also explore framing and negativity effects. We conducted an experimental design (German speaking sample, N = 207) using media reports on environmental CSR of a (fictitious) airline company. Our results demonstrate that effects on reputation are fully mediated by CSR skepticism, and effects on brand attitudes are partly mediated by CSR skepticism. Additionally, reputation and brand attitudes are contingent with positive and negative valence of media framing and a negativity bias can be found for framing effects on brand attitudes.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
