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    CSR strategies for (re)gaining legitimacy

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    Publication type
    Book Chapter
    Author
    Weber, Florian
    Fehre, Kerstin
    Editor
    Farache, F.
    Grigore, G.
    Stancu, A.
    McQueen, D.
    Publication Year
    2020
    Book
    Values and corporate responsibility. CSR and sustainable development
    Publication Begin page
    187
    Publication End page
    208
    
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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.
    Keyword
    CSR, Strategy, Communication, Legitimacy
    Knowledge Domain/Industry
    Strategy
    DOI
    10.1007/978-3-030-52466-1_8
    URI
    http://hdl.handle.net/20.500.12127/6583
    ae974a485f413a2113503eed53cd6c53
    10.1007/978-3-030-52466-1_8
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