This study analyzes the influence of consumer-perceived dimensions of corporate social responsibility (CSR) from a sustainable development approach (i.e. economic, social, and environmental) on the dimensions of perceived value (i.e. utilitarian, emotional, and social value).The study also analyzes the moderating effect of perceived consumer effectiveness (PCE) in the value generation process around CSR. A theoretical model is estimated with data from 661 consumers of Inditex or Danone products, leading firms in the textile and dairy sectors, respectively. Results indicate that functional value is determined by economic and social dimensions of CSR. Emotional value can be enhanced through the three CSR dimensions but social dimension has the greatest influence. Finally, firms can only influence social value through social CSR initiatives because it is unaffected by environmental and economic dimensions. The moderating effect of PCE is confirmed by the influence of the social dimension of CSR on the three types of value and the influence of the economic dimension of CSR on consumer functional value.

PurposeThe main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.Design/methodology/approachThis is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.FindingsFindings show that altruistic consumers use mainly altruistic attribution to form their judgement on brand credibility in CrM messages, whereas non altruistic consumers base their assessment on cause‐brand fit.Research limitations/implicationsReal brands have been used in the empirical study and thus further research should replicate the study with fictional brands in order to avoid the effect of consumer prior information.Practical implicationsThe findings have relevant implications for CrM campaign managers in helping them to understand how to increase brand credibility in CrM messages. They should emphasize altruistic motivations if their target comprises more altruists or brand‐cause fit if non‐altruists outweigh.Originality/valueThis study contributes to the literature by making explicit the moderating role of altruistic values on two antecedents of brand credibility (cause‐brand fit and altruistic attributions) in a CrM campaign.

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Even satisfied consumers frequently do not come back, which challenges loyalty theory and marketing practice. It is reasoned that variety-seeking tendencies will significantly affect short-term revisit intentions, whereas satisfaction and regret will mostly determine long-term revisit intentions. Thus, the influence of satisfaction on loyalty is hypothesized to be critically dependent on the time perspective of the intentions, now or later, and variety seeking. A representative survey (N ‫؍‬ 400) in eight Spanish cities supported these predictions. Multivariate moderated-mediation analyses revealed that indeed the influence of satisfaction, regret, and variety seeking critically depends on the time perspective of the behavioral intentions.

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