This paper analyzes consumer reactions in the form of word of mouth communication to positive, negative, and hybrid (i.e. both positive and negative at the same time) CSR information. We also examine the mediating role of emotions in explaining these reactions, while controlling for the moderating role of consumer ethnocentrism.
Consumer Reactions to Corporate Decisions to Outsource Labor Abroad / Grappi, Silvia; Romani, Simona. - ELETTRONICO. - 38:(2012), pp. 268-273. (Intervento presentato al convegno ACR North American Conference, Conference of the Association for Consumer Research tenutosi a Jacksonville (FL) nel October 6-9, 2010).
Consumer Reactions to Corporate Decisions to Outsource Labor Abroad
GRAPPI, Silvia;ROMANI, SIMONA
2012
Abstract
This paper analyzes consumer reactions in the form of word of mouth communication to positive, negative, and hybrid (i.e. both positive and negative at the same time) CSR information. We also examine the mediating role of emotions in explaining these reactions, while controlling for the moderating role of consumer ethnocentrism.
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ACR_v38_2011_GrappiRomani.pdf
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ACR Proceedings Vol 38Front.pdf
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