ISBN: 978-981-08-8408-6
Authors: Sri Rahayu Hijrah Hati and Aida Idris
Abstract:
The purpose of this paper is to explore the formation of credibility and the relationship between personal credibility, organization credibility and the consumers’ attitude and intention in the social entrepreneurship context. The dual credibility model and organization life cycle theory is applied to the “Morality Workshop” foundation, one of Indonesian largest social enterprise which experienced fast growing and declining due to the decline of its leader credibility. The case shows that personal credibility of social entrepreneur is very important in the start-up and early growth phase of social enterprise but it may threaten the organizational sustainability at a later stage when the leader’s personal credibility is transferred into the organization credibility and when the leader receive negative publicity.
Keywords: personal credibility; organizational credibility; attitude toward the brand, purchase intention, organizational life cycle
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