Management Review

›› 2018, Vol. 30 ›› Issue (7): 218-230.

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The Influence of Corporate Social Performance on Organizational Stigma Management? Based on the Perspective of Attribution Theory

Wu Hua1,2, Zhang Aiqing1, Tang Qing1   

  1. 1. School of Business, Central University of Finance and Economics, Beijing 100081;
    2. School of Computer Information Management, Inner Mongolia University of Finance and Economics, Hohhot 010070
  • Received:2017-08-16 Online:2018-07-28 Published:2018-07-21

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Abstract:

This paper focuses on the relationship between Corporate Social Performance (CSP) and organizational stigma management. We propose a moderated mediation model that explains how and why CSP makes in organizational stigma management based on attribution theory. We use altruism attribution with CSP as mediation variable and use responsibility attribution with wrongdoing as a major moderation variable in the model, and then test the model by two experimental researches. (1) The findings show that different CSP (charitable donation, commercial sponsorship and cause-related marketing) to infer the degree to organizational stigma, the charitable donation effect is the most significant among them, while the difference of effect between business sponsorship and cause-related marketing is not significant. (2) The stakeholders perceived companies that reduced organizational stigma by their CSP, if they perceived responsibility attribution less (more) with wrongdoing in firm, and they perceived as more (less) altruism attribution to them. This research may help to explain CSP how and why to have different effects on organizational stigma. In addition, our research demonstrates the importance of considering the largely overlooked role of attribution within the organization behavior from stakeholders in order to understand organizational stigma management.

Key words: corporate social performance, organizational stigma, altruism attribution, responsibility attribution