Keeping up Appearances

  title={Keeping up Appearances},
  author={Mary-Hunter McDonnell and Brayden G. King},
  journal={Administrative Science Quarterly},
  pages={387 - 419}
This paper explores the extent to which firms targeted by consumer boycotts strategically react to defend their public image by using prosocial claims: expressions of the organization’s commitment to socially acceptable norms, beliefs, and activities. We argue that prosocial claims operate as an impression management tactic meant to protect targeted firms by diluting the negative media attention attracted by the boycott. We test our hypotheses using a sample of 221 boycotts announced between… 

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