A Comparative Study on CSR Behavior Before and After the Scandal Based on Multi-Case Study

Through combing domestic major brand scandal cases from 2011 to 2016, the author chose 10 representative scandal companies. The author used the multi-case study method to conduct exploratory research on CSR features before and after the scandal, found that: (1) The CSR activities after the scandal have clear brand image repair motives. (2) Companies tend to conduct CSR activities three months after the scandal. (3) The CSR behaviors carried out before and after the scandal vary greatly in motive, purpose and continuity. Compared with the CSR behavior before scandal, the CSR behavior after the scandal can be divided into two types: continuous engaged in CSR behavior and for the first time to carry out CSR behavior, the former focuses on the strategic, the latter has obvious instrumental. (4) There is no consistent correlation between the choice of CSR behavior in the CSR domain and the scandal. (5) There are different information disclosure channels for different CSR behaviors after the scandal. Companies will voluntarily disclose information for continuous engaged in CSR behaviors and tend not to disclose information for the first time to carry out CSR behaviors. (6) Companies will take different information on the different CSR behaviors after the scandal. For continuous engaged in CSR behaviors, company focuses on disclosing the historical background information. This study hopes to effectively guide the social responsibility practice of scandalous companies and provide new ideas for the restoration of brand image.