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| The Mechanism of Repair Strategy on the Change of Consumer Brand Trust in Corporate Social Irresponsibility Situation |
| ZHANG Hong，WANG Yuting |
| Zhejiang Sci-Tech University, Hangzhou, China |
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Abstract The market punishment for corporate social irresponsibility (CSIR) behavior is mainly reflected in the consumer reaction. Based on attribution theory, this study investigates the changes of consumer brand trust in CSIR situation, and discusses the joint moderating effects of stability attribution and repair strategy, as well as the matching effect of CSIR type and repair strategy by using the scenario simulation experiment method. The results show that CSIR significantly inhibits consumer brand trust, compared with value-based CSIR, performance-based CSIR leads to more negative changes in consumer brand trust. Stability attribution plays a positive moderating role in the influence of CSIR on consumer brand trust, the more stable consumer attribution is, the greater the negative change of brand trust will be caused by CSIR. The triple interaction among CSIR, stability attribution and corporate repair strategy is significant, and the synergy between reconciliation strategy and unstable attribution can greatly alleviate the negative impacts of performance-based and value-based CSIR on consumer brand trust.
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Received: 26 September 2021
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