Containing cause-related marketing skepticism: : A comparison across donation frame types

• Autores: Pavlos A. Vlachos, Christos D Koritos, Areti Krepapa, Konstantinos Tasoulis, Ioannis G. Theodorakis
• Localización: Corporate Reputation Review, ISSN-e 1479-1889, Vol. 19, Nº. 1, 2016, págs. 4-21
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • This study examines how companies can better manage consumer attributions (ie, perceived company underlying motives) to corporate social responsibility (CSR) through CSR-related communications. Specifically, the article focuses on cause-related marketing (CRM) initiatives and investigates how different types of CRM donation frames influence consumers’ perceptions of a company’s motivation to support a social cause. Drawing from the psychology of money and CSR literature, the article finds that the in-kind CRM donation frame works best at reducing consumers’ causal attributions of companies’ self-centered motives.