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논문검색

기업과 비영리기관 사회공헌 파트너십에서 위기시 파트너 기관의 평판에 영향을 미치는 요인에 관한 연구

원문정보

Company–Nonprofit Partnerships, Negative Spillover, and Response Strategies

이선영, 임혜준, 배지양

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초록

영어

The purpose of this study was to explore whether negative spillover effects occur in the context of a company–nonprofit partnership when a crisis strikes a partner organization, and to explore effective response strategies for the principal organization. We conducted an online experiment (N = 445) with a 2 (duration of partnership: long-term vs. short-term) x 2 (message strategy: denial vs. no response) x 3 (action strategy: ending partnership, continuing partnership, no response) between-subject design in the context of a fictional financial misconduct crisis. The results confirmed the existence of negative spillover effects; when respondents were exposed to crisis information about a partner organization, their attitude toward the principal organization became less favorable. We found that denial message strategies were more effective than no message strategy, restoring the image of the principal organization up to or even better than its pre-crisis level. None of the action strategies, however, were effective in recovering the image of the principal organization. We discuss the practical and theoretical implications.

목차

Abstract
 Literature Review
  Company–Nonprofit Partnerships as Strategic CSR
  Response Strategies to Negative Spillover Effects
 Method
  Participants and Procedure
  Stimuli
  Measures
 Results
 Discussion
 References
 Appendix

저자정보

  • 이선영 미국텍사스테크대
  • 임혜준 미국미네소타대
  • 배지양 전남대

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자료제공 : 네이버학술정보

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