Abstract
The purpose of this study was to explore whether negative spillover effects occur in the context of a corporate–nonprofit partnership when a crisis strikes a partner organization, and what factors might affect the degree of negative impact. The results of an experiment with 268 participants showed that a crisis in an organization made participants’ attitude less favorable and decreased their word-of-mouth intention toward its partner organization. The perceived congruence between a company and the cause of the nonprofit organization buffered the negative spillover effects, and organization–public relationships moderated the buffering effects.
Original language | English (US) |
---|---|
Pages (from-to) | 710-712 |
Number of pages | 3 |
Journal | Public Relations Review |
Volume | 42 |
Issue number | 4 |
DOIs | |
State | Published - Nov 1 2016 |
Bibliographical note
Publisher Copyright:© 2016 Elsevier Inc.
Copyright:
Copyright 2016 Elsevier B.V., All rights reserved.
Keywords
- Company–cause congruence
- Negative spillover
- Organization–public relationships
- Partnership