...Grzegorz Zasuwa; Magdalena Stefańska Purpose This paper has a twofold objective: (1) to examine how trust and distrust mediate the relationship between corporate social responsibility (CSR) and irresponsibility (CSI) perceptions and word of mouth recommendations; and (2) to show that moral norms...

...-efficacy and social worth, which subsequently results in stronger intentions to spread positive word of mouth about the company’s CSR efforts. The findings suggest that participatory CSR has the power to boost a company’s reputation as an “admired” company through consumer empowerment. Originality/value...