CSR strategies for (re)gaining legitimacy
Weber, Florian Fehre, Kerstin
Weber, Florian
Fehre, Kerstin
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Publication Type
Book Chapter
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Publication Year
2020
Journal
Book
Values and corporate responsibility. CSR and sustainable development
Publication Volume
Publication Issue
Publication Begin page
187
Publication End page
208
Publication Number of pages
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Abstract
In times when numerous scandals have challenged companies’ social legitimacy, CSR might serve as a legitimacy booster. But which is the most effective CSR strategy for improving legitimacy? This study examines how corporate social responsibility activity (CSRA) and corporate social responsibility communication (CSRC) impact legitimacy. The empirical results indicate that neither CSRA nor CSRC has a standalone effect; nonetheless, CSR is important for legitimacy: A CSR strategy that combines high levels of CSRA with low levels of CSRC emerges as the most effective for (re)gaining legitimacy, while an opposite strategy that combines low levels of CSRA with high levels of CSRC emerges as the worst.
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Keywords
CSR, Strategy, Communication, Legitimacy