Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image

Alcañiz, Enrique Bigné; Chumpitaz, Rubén; Pérez, Rafael Currás

doi:10.1007/s10551-010-0461-x

Cited by 212 publications

(181 citation statements)

References 86 publications

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“…The vast majority of previous studies considered a consumer to be a passive receiver of information about CSR efforts. High company-cause fit makes a consumer think less and enables more efficient information processing [20], excluding situations when corporate behavior is hypocritical [18]. The research findings of this paper complement past studies, as they indicate that a consumer can be an active receiver of CSR information and rationally evaluate companies and their socially responsible activities-that is, he or she recognizes the synergic effect of high corporate involvement in a congruent not-for-profit organization (or social cause) and derives value from this effect (as it is manifested by more favorable responses to a company and its activities).…”

Section: Discussionmentioning

confidence: 99%

“…For example, Alcañiz, Cáceres, and Perez [20] find that corporate competence in managing social activities is evaluated on the basis of the company-cause fit, that is, if a company partners with a highly congruent NPO, a consumer is likely to consider the company to be competent in its CSR efforts. However, if a company cooperates with an unrelated NPO, consumers may conclude that it has no competence in addressing a specific social problem.…”

Section: The Moderating Role Of Company Involvementmentioning

confidence: 99%

“…Several studies have shown that consumers base their evaluation of and response to CSR efforts on the amount of corporate resources, skills, and time that a company invests in a specific cause or a charity (cf. [20]). This observation suggests that the effects of company-cause fit may be moderated by company involvement in a cause.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

Zasuwa

2017

Sustainability

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Abstract:The marketing literature suggests that company-cause fit is of key importance to developing a successful socially responsible initiative. However, controversy exists regarding the level of this fit. While some studies report that high fit between a company and a cause has beneficial effects on consumer responses to such efforts, other research identifies negative impacts. This paper aims to obtain a deeper insight into this issue by examining the moderating role of company involvement in a cause. A meta-analysis of 51 experimental studies, yielding a total sample size of 11,335 subjects, shows that company-cause fit influences consumer responses to CSR initiatives most positively when a company with a positive reputation is highly involved in a cause, that is, when the company donates at least products. If such a company provides its beneficiary with only monetary contributions (i.e., low involvement), the effects of fit are significantly less influential.

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Section: Discussionmentioning

confidence: 99%

Section: The Moderating Role Of Company Involvementmentioning

confidence: 99%

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The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

Zasuwa

2017

Sustainability

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“…For primary stakeholders, who have a direct relationship with a company [10], the company's reputation is mostly based on the degree to which the company is willing and able to fulfill the promises it makes to these stakeholders, either explicitly or implicitly [13]. For example, in a corporate social responsibility setting, Alcaniz et al [1] argued that the credibility of a company is key for reducing the tension between company and consumers. Consumers use company credibility as a means to judge and decrease their initial skepticism about the company.…”

Section: Corporate Reputationmentioning

confidence: 99%

Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

Berens

Maertelaere

2013

International Journal of Electronic Commerce

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This article examines firm communication on a corporate Twitter channel and its effects on corporate reputation. We identify the importance of user engagement and informedness in explaining corporate reputation, and examine three design factors that likely affect user engagement in a corporate Twitter channel. We conduct an exploratory 2 × 2 × 2 experiment among Twitter users to collect data. We find that the depth of the relationship among users, the level of corporate involvement, and the purpose of the channel interactively influence user engagement. Our findings suggest that deeper relationships among users of a corporate Twitter channel lead to higher user engagement when the level of corporate involvement with the channel is high and when the channel has a specific purpose, but not when the level of corporate involvement is high and the channel has a generic purpose. Surprisingly, when the channel has a generic purpose, a high degree of corporate involvement actually decreases user engagement. This finding implies that, under certain circumstances, a lower degree of corporate involvement in a social media channel may be more desirable. We also find that channel credibility positively influences user informedness. This is the first study that examines the dynamics of communication through a corporate Twitter channel. It contributes to the previous research related to social media by identifying engagement and informedness as two major factors that influence firms' reputation. Our research can help marketing and social media managers to decide on channel design aspects such as whether to require users to register with an identity or to allow anonymous participation, whether to allocate dedicated employees to respond to user requests, and whether to set up different channels for different purposes.

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“…The authors demonstrated the positive association between fit and favorability toward the event sponsor in response to sponsorship. Likewise, a number of congruent sponsorships supported its influence on a positive attitude toward the sponsor [77][78][79][80].…”

Section: Brand-cause Sponsorship Congruence Favorability Toward the mentioning

confidence: 97%

Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

Kim

2018

Sustainability

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Abstract:Cause sponsorship is one of the most frequently used cause-related marketing (CRM) strategies for extending brand image, often through strategic alliances with nonprofit organizations. Whilst airlines' corporate social responsibility (CSR) initiatives have received focused attention in the sustainable tourism literature, the effective development of cause sponsorship has not been understood. In particular, an understanding of airlines' cause sponsorship of non-sports related charitable causes and their influence on perceived congruence between the airline and its associated causes are limited. In order to address this gap, the study delves into the intersection of entrepreneurial marketing and sponsorship of environmental and/or social causes. It investigates the structural relationship between entrepreneurial marketing, congruence, favorability toward the airline, and purchase intention by analyzing a sample of 443 travelers on US-based full-service airlines using Structural Equation Modeling (SEM). The study demonstrates the positive effects of value creation and risk management on congruence, which in turn has a positive influence on travelers' favorability toward the airline. Further, it confirms that favorability toward the airline predicts purchase intention. This study highlights that entrepreneurial marketing efforts to create customer value, and effective management of the associated risks, are indispensable to successful conveyance of congruent airline sponsorship programs.

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Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image

Abstract: company expertise, company trustworthiness, functional fit, image fit, altruistic attributions, CSR image,

Cited by 212 publications

References 86 publications

The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

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