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The effect of CSR on the media reputation of the Swiss banking industry before and after the financial crisis 2008

Abstract

This paper examines the effect of CSR on the media reputation of corporations in crisis periods. As research object the media coverage of the Swiss banking industry before and after the financial crisis 2008 was selected. The method applied was a content analysis of Swiss newspapers between 2004 to 2010. The data shows that the financial crisis 2008 – as one of the major market disruptions in the recent past – fundamentally changed the public perception of CSR in the Swiss banking industry until today. Firstly, CSR got more important in the media coverage of the banks during the crisis and secondly had a negative effect on media reputation. This research therefore strengthens the notion of the relationship of CSR and reputation as a paradox or moral trap.

Zusammenfassung

Dieser Beitrag untersucht den Effekt von CSR auf die medienvermittelte Reputation von Unternehmen in Krisenperioden. Als Untersuchungsobjekt wurde die Medienberichterstattung über die Schweizer Bankenindustrie bevor und nach der Finanzkrise 2008 gewählt. Dazu wurde eine Inhaltsanalyse von Schweizer Printmedien im Zeitraum von 2004 bis 2010 durchgeführt. Die Daten zeigen, dass die Finanzkrise – als eines der wichtigsten disruptiven Ereignisse in der jüngsten Vergangenheit – die Wahrnehmung der sozialen Verantwortung der Schweizer Banken fundamental verändert hat und bis heute prägt. Erstens wurde CSR in der Medienberichterstattung über die Banken wichtiger und hatte dabei – zweitens – vor allem einen negativen Effekt auf die medienvermittelte Reputation. Das Verständnis des Verhältnisses von CSR und Reputation als Paradoxon oder Moralfalle konnte mit dieser Analyse daher gestützt werden.

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Vogler, D., Gisler, A. The effect of CSR on the media reputation of the Swiss banking industry before and after the financial crisis 2008. uwf 24, 201–206 (2016). https://doi.org/10.1007/s00550-016-0406-7

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  • DOI: https://doi.org/10.1007/s00550-016-0406-7

Keywords

  • Financial Crisis
  • Banking Industry
  • Media Coverage
  • Banking Sector
  • Crisis Period