@article{ref1,
title="The combined effects of consumer-company stance congruence and consumers' pre-existing corporate attitude in corporate social advocacy",
journal="Public relations review",
year="2024",
author="Xu, Hao and Rim, Hyejoon and Dong, Chuqing",
volume="50",
number="2",
pages="e102441-e102441",
abstract="Publics' reactions to corporate social advocacy (CSA) initiatives can be influenced not only by their agreement with companies' issue stances but also by their pre-existing perceptions of the companies involved. With the purpose of providing a more comprehensive understanding of CSA outcomes, this study draws on social identity theory and examines how consumer-company stance congruence in CSA interacts with consumer publics' pre-existing corporate attitude to influence their boycott and buycott intentions. Using real companies, two experiments were conducted with CSA on two socio-political issues: abortion laws (N = 258) and gun laws (N = 257). The results from Experiment 2 showed a buffering effect of positive pre-existing corporate attitude on publics' boycott intentions, when they have incongruent issue stances with companies. In Experiment 1, publics' perceived like-minded opinions opposing CSA were also found to boost their boycott intention. This study adds a nuanced understanding of the triadic consumer-issue-company dynamics in CSA from the social identity and public opinion perspectives, providing useful guidelines for CSA practices.<p /> <p>Language: en</p>",
language="en",
issn="0363-8111",
doi="10.1016/j.pubrev.2024.102441",
url="http://dx.doi.org/10.1016/j.pubrev.2024.102441"
}