Corporate Apology After Bad Publicity: A Dual-Process Model of CSR Fit and CSR History on Purchase Intention and Negative Word of Mouth

Abstract

This article proposes and tests a dual-process model of corporate social responsibility (CSR) communication. Building on the framing theory and associative network theory, the authors examine how including statements about a company’s CSR fit and CSR history in apology statements can affect purchase intention and negative word of mouth (NWOM). Perceived integrity, attitude toward the apology statement, and attitude toward the company are sequential mediators that will subsequently affect purchase intention and NWOM. The results show that CSR fit will positively affect purchase intention and negatively affect NWOM through increased perceived integrity and attitude toward the apology statement, which will positively affect their attitude toward the company. The findings also show that CSR history will positively affect purchase intention and negatively affect NWOM through increased perceived integrity and attitude toward the apology statement, which will positively affect their attitude toward the company.