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Journal of Business Ethics
Erschienen in: Journal of Business Ethics 2/2014

01.08.2014

Consumer Reactions to Corporate Tax Strategies: Effects on Corporate Reputation and Purchasing Behavior

verfasst von: Inga Hardeck, Rebecca Hertl

Erschienen in: Journal of Business Ethics | Ausgabe 2/2014

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Abstract

On the basis of an interdisciplinary approach linking taxation, marketing, and corporate social responsibility, the present research investigates the effects of media reports on aggressive and responsible corporate tax strategies (CTSs) on corporate success with consumers. By means of two laboratory experiments (N = 150, 360), we analyze the effects of the CTSs on corporate reputation, consumer purchase intention, and the consumer’s willingness to pay. Our results suggest that aggressive CTSs diminish corporate success with consumers, whereas responsible CTSs enhance it. Nevertheless, consumers are not willing to pay a price premium for products sold by responsible tax-planning companies, but rather punish aggressive tax-planning companies through a slightly lower willingness to pay. Finally, consumers’ tax morale and their attitude toward tax avoidance are important moderating variables. Given the growing level of media interest in taxation, our findings are crucial for assessing consumer-related non-tax costs and the benefits of different CTSs.
Vorheriger Artikel Organizational Cronyism: A Scale Development and Validation from the Perspective of Teachers
Nächster Artikel Linking Purchasing to Ethical Decision-Making: An Empirical Investigation

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Fußnoten
1
Note that these tax gaps represent estimations of the German and U.S. tax authorities. Since tax gaps are very difficult to measure, the actual amount of avoided taxes might be significantly different from the amounts outlined above.
 
2
Note that most of the countries have general or specific anti-avoidance rules that have to be considered, e.g., CFC legislation, rules for business restructuring, exit taxation, thin capitalization rules, and principles of transfer pricing.
 
3
Rosenbloom (2000, p. 137) defines tax arbitrage as “taking advantage of inconsistencies between different countries’ tax rules to achieve a more favorable result than that which would have resulted from investing in a single jurisdiction.” See Boyle (2005) for the consequences of international tax arbitrage for national tax systems.
 
4
The headquarters of Brauerei Beck’s & Co was located in Bremen, Germany until 2002, when the brewery was sold to InBev in Belgium.
 
5
We excluded six extreme observations of willingness to pay (willingness to pay of 12, 10, 10, 8, 8, and 7 euros for the Henkel product brand) that lay more than three interquartile ranges above the third quartile. An inclusion of the outliers leads to a higher willingness to pay under the control condition than under the responsible CTS condition in study 2 (M aggr = 1.84 vs. M control = 2.08 vs. M resp = 1.97); however, it does not change the significance of the results.
 
6
In addition, further costs of aggressive CTSs such as investor suspicions, legal costs, and financial tax risks (e.g., unexpected tax liabilities, interest for late payments, and penalties) have to be integrated into the determination of the CTS (Friese et al. 2008; Hanlon and Slemrod 2009).
 
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Metadaten
Titel
Consumer Reactions to Corporate Tax Strategies: Effects on Corporate Reputation and Purchasing Behavior
verfasst von
Inga Hardeck
Rebecca Hertl
Publikationsdatum
01.08.2014
Verlag
Springer Netherlands
Erschienen in
Journal of Business Ethics / Ausgabe 2/2014
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-013-1843-7

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