| Yazarlar (1) |
Dr. Öğr. Üyesi Başak KURU
Beykoz Vocational School of Logistics, Türkiye |
| Özet |
| The relationship between authentic Corporate Social Responsibility (CSR) and consumer desire for revenge are examined in this dissertation. All of us encounter service failures in our daily lives; in addition, a 2017 survey result has shown that approximately 25% of households more than 60 million experienced a product or service failure. Therefore, when people encounter a service or product failure, they start to feel angry about brand, firm or personals; hereby they desire for revenge. CSR has been proven to have positive and negative effects on people's emotions in the consumer behavior literature, and if the CSR is perceived authentic, how people's emotions change has been investigated in this dissertation. The dimensions of authentic CSR are determined as distinctiveness and socially connectedness by drawing on present literature. Distinctiveness means fit that refers to harmony between the vision and mission of firm and its CSR initiatives, whereas socially connectedness represents transparency and responsiveness in terms of society and shareholders. In this thesis, the positive effect of authentic CSR on desire for revenge, anger and regret over choosing firm are examined by using experimental design. As a result of the analysis, the positive effect of CSR entrepreneurs on consumer behavior was proved. CSR initiatives play a major role in reducing the consumer's negative feelings of anger, regret and revenge. A CSR project following service failure triggers consumer repurchase intention. |
| Anahtar Kelimeler |
| Makale Türü |
Özgün Makale
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| Makale Alt Türü | Uluslararası alan indekslerindeki dergilerde yayınlanan tam makale |
| Dergi Adı | YÖKTEZ |
| Dergi Tarandığı Indeksler | |
| Makale Dili | İngilizce |
| Basım Tarihi | 01-2019 |
