Why CSA can make or break an organization's image: the fit between socio-political stance, organizational values, and stakeholder attitudes

Purpose Organizational stances on controversial socio-political issues (Corporate Social Advocacy, CSA) can shape stakeholder perceptions of the organization in both positive and negative ways. Our study proposes that these effects depend on two forms of perceived fit: (1) the alignment between stakeholders' attitudes and the organization's stance (Consumer-Cause Fit) and (2) the alignment between the organization's values and its stance (Company-Cause Fit). Design/methodology/approach We conducted an experimental study using a 2 × 2 between-subjects design (factor 1: CSA stance of the organization; factor 2: values of the organization) and recruited 168 participants. We measured Consumer-Cause Fit perceptions and Company-Cause Fit perceptions as mediating variables; perceived image of the organization served as the dependent variable. Findings Our findings reveal that when an organization's stance aligns with an individual's views, it boosts Consumer-Cause Fit perceptions, while alignment with organizational values enhances Company-Cause Fit. Both fits positively impact the organization's image. Conversely, if there is no alignment with the stakeholders' attitudes, Consumer-Cause Fit perception does not improve, and a misalignment between the organizational stance and values leads to negative effects on Company-Cause Fit and, indirectly, on the organizational image. Originality/value This study is among the first to systematically examine both Consumer-Cause Fit and Company-Cause Fit perceptions simultaneously in CSA communication using an experimental design. By varying organizational stances and organizational values within the same experimental design, we identify key mechanisms shaping stakeholders' responses to CSA.