Effects of CSR-Related Media Coverage on Corporate Reputation

Abstract

AbstractBased on framing and attribution theory, this study explores the mediator role of CSR skepticism within the relation of media coverage about corporate social responsibility (CSR) activities on reputation and brand attitudes. Within this investigation, we also explore framing and negativity effects. We conducted an experimental design (German speaking sample, N = 207) using media reports on environmental CSR of a (fictitious) airline company. Our results demonstrate that effects on reputation are fully mediated by CSR skepticism, and effects on brand attitudes are partly mediated by CSR skepticism. Additionally, reputation and brand attitudes are contingent with positive and negative valence of media framing and a negativity bias can be found for framing effects on brand attitudes.