Corporate Social Responsibility Motivations: How Audiences Respond to a Company's Motivations Post-Crisis
Abstract
With the rise of Corporate Social Responsibility (CSR) practices, researchers have
identified various motivations behind CSR initiatives. These motivations can assist
researchers in understanding company behaviors and reputations. This study will compare
Maignan and Ralston’s (2002) CSR motivations in an attempt to better identify how these
motivations effect (1) customer loyalty, (2) brand reputation, and (3) crisis communication
responses. This paper will use Nike Inc.’s 1990 crisis as a case
study.