Entitled “The Good, the Bad and the Ugly Truth - How Corporate Social Responsibility (CSR) Violations Affect Marketing Effectiveness,” the paper that made the Top 20 was co-authored by Michael Riechert, Raoul Kübler (Ozyegin University, Istanbul) and KLU professor Sönke Albers. Their work investigates the impact of unethical corporate behavior – environmental pollution, the exploitation of child labor, etc. – on the effectiveness of post-crisis marketing tools such as pricing and product performance. The paper will be presented in June at the Annual EMAC Conference in Valencia, Spain. “Our results clearly show that people become less likely to take advantage of price reductions when they are aware of unethical corporate behavior, and that ethical concerns do displace common product attributes. But more interesting to us: both the violators and non-violating companies are affected by a CSR crisis,” explained Riechert. “People tend to interpret a higher product price as signal of products that are in line with their moral beliefs and social norms.”
The EMAC is Europe’s biggest and most prestigious community of marketing scholars. The conference is the most esteemed European conference in marketing research and regularly attracts more than 1,000 participants from around the world.