Deconstructing corporate activism: a consumer approach

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dc.contributor.authorVillagra García, Nuria
dc.contributor.authorSánchez Herrera, Joaquín
dc.contributor.authorClemente Mediavilla, Jorge
dc.contributor.authorPintado Blanco, Teresa
dc.date.accessioned2023-06-22T10:59:33Z
dc.date.available2023-06-22T10:59:33Z
dc.date.issued2022-08
dc.descriptionCRUE-CSIC (Acuerdos Transformativos 2022)
dc.description.abstractDefending social and political positions other than those that a company’s clients might support has always been an avoidable risk. However, this practice, called ‘corporate activism,’ has gradually been integrated into the strategies of organizations. The object of this work is thus to understand the antecedents of corporate activism from the consumer’s point of view. To understand this, we carry out structural equation modeling (SEM) based on a sample of 1,521 consumers. The results demonstrate that: (i) institutional credibility, corporate credibility, and authenticity act as antecedents of corporate activism; (ii) corporate credibility has a positive influence on corporate activism, while institutional credibility has a negative impact. These findings represent an interesting and novel contribution that helps to understand how these types of high-risk strategies should be adopted. The application of these results could enable companies to determine the conditions that favor a positive evaluation of corporative activism by consumers and avoid the use of such strategies in less favorable situations.en
dc.description.departmentDepto. de Ciencias de la Comunicación Aplicada
dc.description.departmentDepto. de Marketing
dc.description.facultyFac. de Ciencias de la Información
dc.description.facultyFac. de Ciencias Económicas y Empresariales
dc.description.refereedTRUE
dc.description.statuspub
dc.eprint.idhttps://eprints.ucm.es/id/eprint/74582
dc.identifier.citationVillagra García, N., Sánchez Herrera, J., Clemente Mediavilla, J. & Pintado Blanco, T. «Deconstructing Corporate Activism: A Consumer Approach». Journal of Management & Organization, agosto de 2022, pp. 1-15. DOI.org (Crossref), https://doi.org/10.1017/jmo.2022.70.
dc.identifier.doi10.1017/jmo.2022.70
dc.identifier.issn1833-3672
dc.identifier.officialurlhttps://doi.org/10.1017/jmo.2022.70
dc.identifier.relatedurlhttps://www.cambridge.org/core/journals/journal-of-management-and-organization/article/deconstructing-corporate-activism-a-consumer-approach/EB666C77A972D7B5AABFF22658A95906
dc.identifier.urihttps://hdl.handle.net/20.500.14352/71982
dc.journal.titleJournal of Management & Organization
dc.language.isoeng
dc.page.final15
dc.page.initial1
dc.publisherCambridge University Press
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internationalen
dc.rights.accessRightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.keywordAuthenticity
dc.subject.keywordConsumer attitudes
dc.subject.keywordCorporate activism
dc.subject.keywordCredibility
dc.subject.ucmComunicación social
dc.subject.ucmEmpresas
dc.subject.unesco6308 Comunicaciones Sociales
dc.subject.unesco5311 Organización y Dirección de Empresas
dc.titleDeconstructing corporate activism: a consumer approachen
dc.typejournal article
dspace.entity.typePublication
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