How Family Firm Reputation Affects Consumer Responses
Study reveals the role of controllability in negative CSR incidents.
1The Unique Position of Family Firms
Family firms are often perceived as more trustworthy and stable. But how does this positive reputation affect consumer attitudes during negative CSR incidents? The research examines consumer perceptions toward these companies.
2The Controllability Factor
Whether CSR incidents are controllable significantly impacts consumer responses. For family firms, controllable incidents trigger harsher reactions as consumers hold these companies to higher accountability standards.
3Through the Lens of Attribution Theory
The study uses attribution theory to analyze how consumers interpret negative events. Expectations toward family firms shape this meaning-making process and influence the outcomes.
4Long-Term Effects
Two longitudinal experiments show how family firm reputation changes after negative CSR incidents. Controllable events accelerate reputation loss, while uncontrollable ones have a slower impact.
5Implications for Marketing Strategies
Findings suggest family firms need to rethink their CSR strategies. Managing consumer expectations and minimizing controllable risks are crucial for maintaining trust.
6Corporate Reputation Management
The research highlights the vital importance of reputation management for family firms. Transparency and ethical standards in CSR policies play a key role in preserving consumer confidence.