Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing

Nan, Xiaoli; Heo, Kwangjun

doi:10.2753/joa0091-3367360204

Cited by 710 publications

(507 citation statements)

References 30 publications

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“…(Hamiln & Wilson, 2004) The "fit" between the product and social cause plays a major role in the success of CrM campaign. (Xiaoli & Heo, 2007) The brand-cause fit do not have significant influence on CrM messages. The consumers with high brand consciousness have positive feeling towards brand-cause fit when compared to consumers with low brand consciousness.…”

Section: Brand-cause Fitmentioning

confidence: 99%

A Journey of Cause Related Marketing from 1988 to 2016

Natarajan

Balasubramaniam

Jublee

2016

IJBM

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Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988. Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.

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Section: Brand-cause Fitmentioning

confidence: 99%

A Journey of Cause Related Marketing from 1988 to 2016

Natarajan

Balasubramaniam

Jublee

2016

IJBM

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“…Through firm's economics activities members of the society earn their living. The Chinese government has established China Social Compliance 9000 for apparel industry that has significantly changed the implications of CSR activities in the industry (Nan & Heo, 2007). Research has suggested that due to the development of economic conditions and consumer purchasing power, Chinese consumers increasingly demand protection for their resources, communities, and environment (Lee & Lee, 2015).…”

Section: Economic Csr Activitiesmentioning

confidence: 99%

The Effect of Corporate Social Responsibility (CSR) Activities on Consumers Purchase Intention in China: Mediating Role of Consumer Support for Responsible Business

Mulaessa¹,

Hong²

2017

IJMS

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Corporate social responsibility (CSR) has demonstrated the positive influence on consumer attitudes and buying behaviors. However the questions worth investigating are "how different CSR types influence consumer purchase intention?" Also, how does firm's overall CSR lead to consumer purchase intention? The purpose of this investigation is to examine the intervening mechanism between CSR and consumer purchase intention. We expect consumer support for responsible business (CSRB) mediates the relationship between CSR and consumer purchase intention. We tested the hypotheses with data from dyad sample of 200 firms' representatives and consumers from apparel industry in China. The result supported the hypothesized relationships between CSR, CSRB, and consumer purchase intention. Findings of this study contribute to the CSR and consumer attitude research. This study also discusses the theoretical and practical implications of the findings.

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“…Dünyadaki SAYP'nın etkilerinin ölçüldüğü çok sayıda araştırmaya baktığımızda, tüketici tutumları üzerinde SAYP reklamlarının olumlu etki yarattığını söyleyebiliriz (Berger 1999;Basil ve Herr 2006;Trimble ve Rifon 2006;Polonsky ve Wood 2001, Nan ve Heo 2007. Araştırmaya başlanırken "Sosyal amaca yönelik pazarlama reklamları, markaya yönelik tutumu ve satınalma niyetini olumlu olarak etkiler" tezi savunulmuştur.…”

Section: Sonuç Ve öNeri̇lerunclassified

“…SAYP kampanyalarının, "markaya yönelik tutumu olumlu" etkilediğini, markaların SAYP kampanyaları düzenlemesine katılımcıların karşı olmadığını, hatta destekleyerek, olumlu görüş bildirdiklerini söyleyebiliriz. Yabancı araştırmalarda SAYP reklamlarının, markaya yönelik tutumu, diğer ticari reklamlara göre daha olumlu etkilediği yönündedir ve araştırmanın bulgularını destekler niteliktedir (Nan ve Heo, 2007). Wymer ve Samu'nun (2009) bu alanda yaptıkları araştırma ise bir markanın aynı SAYP kampanyasıyla ilgili olarak 3 farklı reklamını (reklam serisini) izledikten sonra olumlu tutum geliştirdikleri sonucuna ulaşılmıştır.…”

Section: Sonuç Ve öNeri̇lerunclassified