Date of Award
7-2017
Document Type
Thesis
Degree Name
Master of Science (MS)
Department
Arts and Communication
First Advisor
Heidi Hatfield Edwards
Second Advisor
Celeste Harvey
Third Advisor
Ted Petersen
Fourth Advisor
Robert Taylor
Abstract
With the rise of Corporate Social Responsibility (CSR) practices, researchers have identified various motivations behind CSR initiatives. These motivations can assist researchers in understanding company behaviors and reputations. This study will compare Maignan and Ralston’s (2002) CSR motivations in an attempt to better identify how these motivations effect (1) customer loyalty, (2) brand reputation, and (3) crisis communication responses. This paper will use Nike Inc.’s 1990 crisis as a case study.
Recommended Citation
Torabi, Sara, "Corporate Social Responsibility Motivations: How Audiences Respond to a Company’s Motivations Post-Crisis" (2017). Theses and Dissertations. 196.
https://repository.fit.edu/etd/196