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The power of controversy: the role of brand trust, trust in csr activities and the perception of greenwashing
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Resumo(s)
Taking a stand can lead to damaging effects for brands when consumers disagree with a brand’s
position. This work hypothesizes that consumer disagreement with a brand’s position evokes
negative emotions and a reduced consumer-brand identification leading to decreased brand
trust. A spillover effect onto unrelated brand activities is investigated such that a brand’s CSR
activities are perceived as less trustworthy and even as being greenwashing. The study showed
that the negative consequences of taking a stand are more far-reaching than currently assumed
in the literature. Thus, taking a stand is risky and brands should be more cautious.
Descrição
Palavras-chave
Controversial brands Conflict Consumer behavior Controversy Brand trust Spillover effect Csr