Consumer Behavior

I Can Talk: Corporate Moral Responsibility, Word of Mouth, and Shared Values

Authors: Gargi Bhaduri (Kent State University) , Saheli Goswami (University of Rhode Island)

Abstract

This study investigates how inconsistencies between corporate moral responsibility assertions and related corporate actions influence consumers’ negative word of mouth intentions. It also investigates how various stakeholder capitalism issues might impact such relationship, and how negative word of mouth intention might vary based on consumers’ shared values with those of corporate moral responsibility related inconsistencies.

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How to Cite: Bhaduri, G. & Goswami, S. (2022) “I Can Talk: Corporate Moral Responsibility, Word of Mouth, and Shared Values”, International Textile and Apparel Association Annual Conference Proceedings. 78(1). doi: https://doi.org/10.31274/itaa.12253