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RISS 인기검색어
- 검색키워드
- 저자 : Goswami Saheli (검색결과 2 건)
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Goswami Saheli,Bhaduri Gargi 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.3
Perceived corporate hypocrisy, a perception of corporations claiming to have a virtuous character that they do not really possess, is a growing concern for US businesses. The purpose of this study was to investigate the impact of retail employees’ perceived corporate hypocrisy (PCH) related to corporations’ moral responsibility efforts on their work-related behaviors, namely turnover intentions, mediated by their lack of trust and poor attitude towards the corporation. An online self-reported survey was conducted using 520 adult US retail employees. The study results revealed that PCH positively impacted employee turnover intention, participants’ lack of trust in the corporation as well their less favorable attitude towards the same. Also, both lack of trust and less favorable attitude mediated the relation between PCH and turnover intention. The study provides implications for corporations and indicates that given employees are irreplaceable resources to the corporation and can act as creators of competitive advantages, it is essential that corporations take initiatives to align their moral values with those of their employees or risk losing them.
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Goswami Saheli,Jaiswal Geetika 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.4
This research investigated how fashion corporations’ paltering- based deceptive marketing, specifically related to corporate social responsibility (CSR), might influence consumers. Specifically, it investigated if it evokes hypocrisy perceptions to influence consu- mers’ purchase decisions and how the mediating roles of consu- mer-corporation-relationship and consumer-based corporate- reputation can explain such influences. Using a two-factor online experiment (paltering x message replications), data were collected from 252 US consumers. PROCESS results indicated that CSR- paltering positively evoked hypocrisy and, in turn, dampened con- sumer-corporation-relationship and corporate-reputation. Such hypocrisy significantly reduced purchase-intentions, but only when mediated through consumer-corporation-relationship. No significant negative relationships between deception and pur- chase-intentions were observed when mediated by hypocrisy alone or combined with corporate-reputation. Additionally, palter- ing directly influenced relational and reputational evaluations. The novelty of this research lies in its focus on paltering-based decep- tion, prevalent within the fashion industry, and how technically true yet misleading CSR marketing influences consumers. This study also responds to the urgent scholarly calls for investigating deception’s role in consumers’ hypocrisy and adds how this new type of decep- tion is also an attributing factor. Further, it provides corporations insight into how CSR paltering, despite its technically true informa- tion, can damage consumers’ relational and reputational attach- ments and their behavioral intentions if discovered.
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