Brand attitude, C–C identification, Citizenship behavior, Corporate social responsibility, Cause-related marketing, Philanthropy, Sponsorship,

This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives – sponsorship, cause‐related marketing, and philanthropy – on consumer evaluations with the moderating effect of psychological distance (social distance and spatial distance). Four hundred and eighty subjects participated in a 3x2x2 between‐subjects factorial design experiment. The results of the analyses were significant and in the direction hypothesized. Philanthropy was found to have a stronger effect on consumer evaluations, followed by sponsorship and cause‐related marketing. However, the relationship between CSR initiatives and consumer evaluations was significantly stronger when consumers perceived the focal brand with low social distance as well as the cause with low spatial distance. The findings thus provide support for the importance of psychological distance in moderating CSR initiatives. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment.

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PurposeThe purpose of this research is to explore the joint effect of compensation frames and product‐price levels on consumer attitudinal reactions and behavioral intentions after a service failure involving online pricing error.Design/methodology/approachA 2 (compensation frames: dollar off versus percentage off) x 2 (product‐price levels: high‐price versus low‐price) between‐subjects factorial design was used to test the hypotheses.FindingsThe findings indicate that consumers perceive a price reduction for compensation framed in dollar terms as more (less) fair than the same price reduction framed in percentage terms for high‐price product (low‐price product). The higher consumer perceptions of compensation fairness are, the more likely consumers are to have positive post‐recovery satisfaction and trust. Consequently, consumers who are satisfied with the compensation effort are more likely to trust the service firm, engage in positive eWOM behavior, and purchase the item.Practical implicationsWhen online retailers decide to honor their erroneous pricing on their web sites by compensating consumers with price reduction, they must learn the product‐price conditions in which the effectiveness of compensation frames can reach a higher level.Originality/valueTo the best of the authors' knowledge, no previous studies have examined the joint effect of compensation frames and product‐price levels on consumers' attitudinal reactions and behavioral intentions involving service recovery of online pricing errors.