This research aimed to examine (1) the effect of domain overlap between CSR activity and Corporate Social Irresponsibility (CSI) (i.e., CSR strongly or weakly associated with CSI) on attitude toward the sponsor via CSR perception of sponsor and (2) the moderating effects of perceived firm-serving motive for CSR activity. The authors conducted two experiment studies: Study 1 tested the mediation model; Study 2 assessed the moderated mediation model. Participants reported a less positive attitude toward the sponsor when CSR was strongly associated with CSI (i.e., in the high CSR-CSI domain overlap) than when CSR was weakly associated with CSI (i.e., in the low CSR-CSI domain overlap). CSR perception of sponsor mediated the relationship between the CSR-CSI domain overlap and attitude toward the sponsor. The positive effect of the low CSR-CSI domain overlap was weakened when participants attributed firm-serving motives to the sponsor. The findings provided scientific contributions to sponsors with CSI.

中文翻译：

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CSR-CSI 领域重叠对发起人态度的影响

本研究旨在检验 (1) 企业社会责任活动与企业社会不责任 (CSI) 之间的领域重叠（即 CSR 与 CSI 强或弱相关）通过赞助商的 CSR 感知对赞助商态度的影响和（2）调节企业服务动机对企业社会责任活动的影响。作者进行了两项实验研究：研究 1 测试了中介模型；研究 2 评估了有调节的中介模型。与 CSR 与 CSI 弱相关（即低 CSR-CSI 域重叠）相比，当 CSR 与 CSI 密切相关（即在 CSR-CSI 域重叠高）时，参与者对赞助商的态度不太积极。赞助商的 CSR 感知在 CSR-CSI 领域重叠和对赞助商态度之间的关系中起中介作用。当参与者将企业服务动机归因于赞助商时，低 CSR-CSI 领域重叠的积极影响被削弱。这些发现为 CSI 的赞助商提供了科学贡献。