The paper provides a survey understanding of two dimensions of perceived authenticity in digital cause-related marketing (CRM) display advertising and models the impact on consumers' responses. It develops a model with a set of six hypotheses and tests them through a multivariate structural equation technique on quantitative data generated by a survey procedure on a UK-based consumer panel. The 465 online panel participants consisted of 60% males and 40% females between the ages of 18 and 35. The findings provide empirical evidence that the perceived donation amount and adcontext congruence are intertwined perspectives of authenticity in digital CRM display ads, and show that both of these dimensions provide input to conferring authenticity on the ads. However, the perceived donation amount accounts for a stronger effect than ad-context congruence. The paper finds firms' altruistic motives an influential antecedent to the mediating role of attitudes towards the ad (AaD) as a fundraising tool. This is due to the nature of the impact of authenticity on the link with intention to purchase. Contrarily to expectation, the level of firms' involvement with a social cause does not moderate intention to purchase from the consumers' standpoint. The paper provides an interpretation of authentic perception in digital CRM advertising and proposes a composite model of the mechanism of this effect on consumers' response. In DCRM advertising, increasing the perception of donation magnitude is a key driver to advertising success, and the level of association with a social cause is not a significant factor in segmenting and targeting consumers.

This study builds on consumer culture theory, signalling theory and the associative network memory model to investigate the impact of consumers' perceptions of global brands' social responsibility on consumers' attitudes towards brands. A survey was conducted in Turkey using Nescafé as an example of a global brand. Data from 243 fully completed questionnaires were analysed using SmartPLS. The results from the structural equation modelling indicate that for Turkish consumers, the perceived globalness of the brand contributes to the brand's perceived credibility but has a negative direct relationship on the perception of the brand's social responsibility. In addition, the local icon value of the brand has positive and significant relationships with the brand's perceived credibility and the brand's perceived social responsibility. This later has a positive relationship on consumers' attitudes towards the brand. The perceived globalness of the brand is important to develop the perceived credibility of the brand. The paper provides some guidelines for global brands when communicating their social responsibility activities to consumers in emerging markets.