A study on the trust repair effect of apology strategies of food processing enterprises under the background of CSIR

• 발행기관: (사)일류기업연구소
• 저자명: Rongxin Xi Jiangli Wang Yijun Cheng Chunyan Zheng Jinghui Meng Weiyu Zhang
• 간행물 정보: 『일류기업연구』제2권 제1호, 21~39쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

Purpose - This study aims to examine the differential impact of performance-related and value-related Corporate Social Irresponsibility (CSIR) on brand trust. It also investigates the effectiveness of emotional versus explanatory apology strategies in restoring trust under different crisis types. Design/methodology/approach - A mixed-method approach was adopted, combining a 2×2 between-subjects experiment with a word frequency analysis of consumer comments. The experiment simulated CSIR scenarios to assess the trust repair effects of different apology strategies. Findings - Performance-related CSIR caused significantly greater damage to brand trust than value-related CSIR. Trust restoration was most effective when the apology strategy matched the crisis type explanatory apologies for performance-related crises and emotional apologies for value-related ones with a significant interaction effect observed. Research significance - Theoretically, the study advances understanding of consumers’ differentiated psychological responses to competence versus moral crises and extends the boundary of cognition-affect matching theory. Practically, it provides actionable insights for food companies’ crisis management and introduces a novel text-experiment validation framework for consumer trust research.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background and Hypotheses

Ⅲ. Research Methodology

Ⅳ. Empirical Results and Discussion

V. Conclusion

Reference

키워드

Corporate Social Irresponsibility(CSIR) Brands Trust Trust Repair Word frequency ANOVA