Özet:

The rapid transformation of environmental factors causes to face a variety of crises. While it is not always possible to prevent the emergence of crises, a successful crisis management can be reduced to negative effects. Washing campaigns, where the positive image of the business is emphasized in the pre-crisis period, are often used in crisis management. In such campaigns, social responsibility activities, which are one of the dimensions of reputation, are significantly included. This study aims to find out whether a company with a product crisis has a social responsibility status and does not affect the components of the consumer assignment process. In this regard, a model proposed based on the assignment process, a quantitative study based on scenarios designed for the model to be tested, and the responses of 1000 participants were evaluated. The findings showed that the assignment process occurs in the form of "atitude-emotion" as suggested in the model and that the impact of social responsibility on the assignment process components varies depending on whether the business is socially responsible or not.

Özet:

The rapid transformations in environmental factors make firms to expose to crisis. Preventing the emergence of the crisis is not always possible, however successful crisis management can be minimize the negative effects. Acquittal campaigns which emphasize the positive image of the firm before crisis may be used frequently during crisis management period. In such campaigns social responsibility activities which is one of the dimensions of reputation is drawn dramatically. The aim of this research is to reveal the effect of being a socially responsible company on the elements of consumers’ attribution process. In this  regard, a model that addresses the attribution process is proposed and to test this model a quantitative research is designed based on the scenarios, then responses of the 1000 participants are evaluated. The results show that attribution process occurs in the form as “attribution-emotion-behavior” like in the proposed model, the effects of social responsibility on the components of attribution process change based on being socially responsible or not.

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