We’re All in This Together: Legitimacy and Coronavirus-Oriented CSR Messaging
Sustainability
; 14(5):2534, 2022.
Artigo
em Inglês
| ProQuest Central | ID: covidwho-1742631
ABSTRACT
This study investigates how legitimization strategies embedded in CSR messages related to the COVID-19 pandemic influenced multidimensional stakeholder assessments of reputation. The results of this 3 × 2 × 2 experimental survey, which manipulated pragmatic and moral legitimacy using three conditions (self- vs. other- vs. both-oriented messaging);substantive and symbolic management (informative vs. uninformative content);and popularization and standardization approaches (leadership vs. followership), indicate that popularization strategies communicated substantively and standardization strategies communicated symbolically generally yield the greatest reputational gains. More nuanced findings from three-way interaction effects are further discussed, with an emphasis on the role of double-sided messages seeking to simultaneously establish pragmatic and moral legitimacy.
Texto completo:
Disponível
Coleções:
Bases de dados de organismos internacionais
Base de dados:
ProQuest Central
Idioma:
Inglês
Revista:
Sustainability
Ano de publicação:
2022
Tipo de documento:
Artigo
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