Doing Good and Doing Better despite Negative Information?: The Role of Corporate Social Responsibility in Consumer Resistance to Negative Information

@article{Eisingerich2011DoingGA,
  title={Doing Good and Doing Better despite Negative Information?: The Role of Corporate Social Responsibility in Consumer Resistance to Negative Information},
  author={Andreas Benedikt Eisingerich and Gaia Rubera and Matthias Seifert and Gunjan Bhardwaj},
  journal={Journal of Service Research},
  year={2011},
  volume={14},
  pages={60 - 75}
}
Despite increased research on the various effects of Corporate Social Responsibility (CSR), the question of whether CSR is worthwhile for firms still remains to be addressed. Prior work suggests that CSR offers firms insurance-like protection against negative publicity due to greater levels of goodwill with various stakeholders. Yet, we still miss an answer to the following question: How effective, if at all, is CSR in insulating firms from scrutiny compared to other important marketing… 

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