Publication Type

Journal Article

Publication Date

11-2017

Abstract

Employing an experiment study (N = 256), this study examines how individuals ethical orientation (deontology vs. consequentialism) and CSR message frame (normative vs. strategic) influence corporate hypocrisy perception and negative communication intentions toward a given company. Findings demonstrate that deontological ethical orientation and strategic CSR frame induce stronger corporate hypocrisy perception and negative communication intention than do consequential ethical orientation and normative CSR frame. In addition, deontological ethical orientation moderated the effects of CSR frames on negative communication intention toward the company. Implications for both public relations scholarship and practices are discussed.

Keywords

Corporate hypocrisy, Ethical orientation, Media frame, Normative CSR, Strategic CSR

Discipline

Business and Corporate Communications | Business Law, Public Responsibility, and Ethics

Research Areas

Corporate Communication

Publication

Public Relations Review

Volume

43

Issue

4

First Page

817

Last Page

828

ISSN

0363-8111

Identifier

10.1016/j.pubrev.2017.05.001

Publisher

Elsevier

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

https://doi.org/10.1016/j.pubrev.2017.05.001

Share

COinS