Employee-sharing and consumers' brand attitudes during COVID-19: A CSR perspective |
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| Authors: | Lu (Monroe)Meng Xin Huang Yufeng Xie Weiwei Jia |
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| Affiliation: | 1. School of Economics and Management, Southwest Jiaotong University, Chengdu, China;2. Faculty of Economics and Business Administration, Sapporo Gakuin University, Ebetsu, Japan;3. College of Management, Shenzhen University, Shenzhen, China;4. School of Management Science and Information Engineering, Jilin University of Finance and Economics, Changchun, China |
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| Abstract: | The rapid proliferation of COVID-19 has dealt a heavy blow to many companies. Under these circumstances, employee-sharing has become a valuable strategy to help enterprises resume work and production. Based on the event system theory, we explored the impact of employee-sharing event strength on consumers' brand attitudes during the COVID-19 pandemic through a corporate social responsibility (CSR) lens. Also, we verified that employee-sharing event strength during the COVID-19 pandemic positively affected consumers' internal (ICSR) and external (ECSR) perceptions of enterprises, improving consumers' brand attitudes and validating the positive moderating effect of customer-company identification. Thus, this study provides theoretical insights and managerial implications for CSR. |
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