Purpose – The paper aims to establish a causal relationship model that helps to realize how consumer involvement with the cause moderates the effect of company-cause fit on consumers’ corporate associations, and how their corporate associations regarding a company’s social responsibility programs influence their satisfaction with the company and the company’s corporate image, in the backdrop that the use of corporate social responsibility initiatives to affect consumers’ preference has become a common strategy. Design/methodology/approach – In the main study, the authors conducted a between-subjects factorial design to test the research model. A total of 400 questionnaires were distributed, and a valid sample of 389 participants was obtained. Findings – The results show that high-fit programs have a positive influence on the perceived corporate ability (CA) and corporate social responsibility (CSR) associations. CA associations directly influence corporate image and consumer satisfaction, while CSR associations indirectly impact consumer satisfaction through corporate image. Furthermore, consumers’ involvement with the cause increases the relationship between company-cause fit and CA associations. Originality/value – These conclusions have important implications for a better understanding of consumer evaluation of CSR initiatives. Theoretically, this research increases understanding of the interaction effects of perceived company-cause fit and consumer involvement with the cause on consumer evaluation of a company engaged in CSR, and a richer insight into the role of CA and CSR associations in consumer evaluations of companies engaged in CSR campaigns. Managerially, this research shows how managers can choose CSR programs causes that are most likely to promote favorable customer CA and CSR associations, thereby improving the company’s corporate image and customer satisfaction.
Based on the theory of human reproductive motives, this study discusses how erotic stimulation can help activate male and female consumers’ reproductive motives (i.e., mate-attraction and mate-retention motives), influencing product purchase intention and brand personality perception. Specifically, the results of four experiments reveal that when a man receives erotic stimulation from women, his mate-attraction motive is activated. Consequently, he perceives that the brand personality of his possessions is more rugged, and his preference for products with a rugged brand personality is stronger. Unlike male consumers, when a heterosexual woman in an intimate romantic relationship receives erotic stimulation from other women, her mate-retention motive is activated. As a result, she perceives that the brand personality of her partner’s possessions is sincerer and prefers to purchase products with a sincere brand personality for her partner. This effect will not occur when a product is owned by her male colleague than her partner.
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