Keywords
CSR, corporate hypocrisy, satisfaction in a crisis, gratitude, attribution theory, customer gratitude reciprocity cycle
Abstract
Crises, such as economic downturns or global health pandemics, pose significant business challenges. Engaging in CSR initiatives that contribute to societal well-being can help mitigate the negative consequences of crises, reinforce customer gratitude, and minimize corporate hypocrisy. CSR is critical in shaping a company’s accountability and ethical responsibilities. Consequently, there is an opportunity for the firm to see the role of CSR and how it affects customers’ responses and attitudes during any difficult situation. Drawing upon attribution theory and the customer gratitude reciprocity cycle, a conceptual framework was developed to test the impact of CSR on the variables: corporate hypocrisy, satisfaction in crisis, and gratitude for the F&B industry and the telecom sectors. We gathered 1220 responses, 620 for the F&B industry and 600 for the telecom sector. The results for the telecom industry suggest that CSR impacts corporate hypocrisy, satisfaction in crisis, and gratitude. However, for the F&B industry, CSR impacts only corporate hypocrisy and gratitude, and it does not impact satisfaction during a crisis.
Acknowledgments
Funding
The research received no funds.
Declaration of Conflicting Interests
The author declared no potential conflicts of interest with respect to the research, authorship, and publication of the article.
Declaration about the scope of AI utilization
The authors did not use an AI tool in the preparation of the article.
Recommended Citation
Alrayes, N., & Alhidari, A. (2026). Leveraging CSR to Buffer Brand Challenges During Crises: A Saudi Arabian Perspective. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2026(1), 1-21. https://doi.org/10.7172/2449-6634.jmcbem.2026.1.1
First Page
1
Last Page
21
Page Count
21
Received Date
9.04.2025
Revised Date
02.12.2025
Accepted Date
09.01.2026
Online Available Date
30.03.2026
DOI
10.7172/2449-6634.jmcbem.2026.1.1
JEL Code
M14, M31
Publisher
University of Warsaw
Included in
Advertising and Promotion Management Commons, E-Commerce Commons, Marketing Commons, Public Relations and Advertising Commons, Sales and Merchandising Commons, Social Media Commons
