RT Journal Article
T1 Deconstructing corporate activism: a consumer approach
A1 Villagra García, Nuria
A1 Sánchez Herrera, Joaquín
A1 Clemente Mediavilla, Jorge
A1 Pintado Blanco, Teresa
AB Defending 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.
PB Cambridge University Press
SN 1833-3672
YR 2022
FD 2022-08
LK https://hdl.handle.net/20.500.14352/71982
UL https://hdl.handle.net/20.500.14352/71982
LA eng
NO Villagra 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.
NO CRUE-CSIC (Acuerdos Transformativos 2022)
DS Docta Complutense
RD 30 sept 2024