The Impact of Corporate Social Responsibility (CSR) Program Type, Crisis Response Strategy, and Crisis Type on Postcrisis Consumer Trust and Purchase Intention: An Extended Abstract

Abstract

Organizational crisis can potentially result in negative publicity (Dean 2004), which could be damaging for organizational reputation and image (Claeys et al. 2011; Dean 2004). Additionally, organizations in crisis are bound to encounter negative external stakeholder emotions (e.g., anger), prompting external stakeholders to talk negatively about or to abandon the organization (Coombs 2007). Organizations, therefore, are pressed to adequately respond to a crisis situation by communicating with their stakeholders and influencing their views about the organization (Coombs 2007). During an organizational crisis, stakeholders and the media demand immediate, thorough, and unqualified response from an organization (Seeger et al. 2001, 2003).