Cause-Relating Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences and Participation Intentions

Folse, Judith Anne Garretson; Niedrich, Ronald W.; Grau, Stacy Landreth

doi:10.1016/j.jretai.2010.02.005

Cited by 169 publications

(153 citation statements)

References 36 publications

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“…Likewise, Bigné-Alcañiz et al (2010) found that consumers' social cause involvement moderated the relationship between their consumer-company identification and their behavioral intentions. The costs involved for the stakeholders are another important aspect: Andrews et al (2014) showed that price discounts moderated the effects of cause-related marketing campaigns, while Folse et al (2010) found that purchase quantity affected consumers' participation intentions. Andrews et al (2014) showed that consumers' warm-glow good feelings from cause-marketing campaigns represented the underlying process of cause-related marketing effectiveness.…”

Section: Key Factors In Achieving Positive Csr Outcomesmentioning

confidence: 99%

“…The first variable involves the perceived CSR motives of the organization (Gao 2009). The bottom line here seems to be that a plausible story about intrinsic (other-focused) motives is a prerequisite (Barone et al 2000;Folse et al 2010;Forehand and Grier 2003;Gao and Mattila 2014;Myers et al 2012;Skarmeas and Leonidou 2013;Skarmeas et al 2014), but that stakeholders understand and may even appreciate that there are also extrinsic (self-focused) motives involved (Myers et al 2012;Kim 2014;Kim and Lee 2012;Webb and Mohr 1998). Other studies qualified these findings, suggesting that the differentiation between intrinsic and extrinsic is too coarse-grained (Ellen et al 2006), which perceived honesty about the motives may be equally important as the motives themselves (Forehand and Grier 2003), and that motives may play different roles for different types of CSR activities (Kim et al 2012a).…”

Section: Key Factors In Achieving Positive Csr Outcomesmentioning

confidence: 99%

“…Groza et al (2011) showed that proactive CSR activities lead to better consumer responses. A third variable involves the overall positioning of the organization with CSR (Du et al 2007;Green and Peloza 2014) and CSR reputation (Folse et al 2010;Servaes and Tamayo 2013;Tao and Ferguson 2015). The last variable is message credibility.…”

Section: Key Factors In Achieving Positive Csr Outcomesmentioning

confidence: 99%

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How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities

2015

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Several studies have focused on the effects of corporate social responsibility (CSR) fit on external stakeholders' evaluations of CSR activities, attitudes towards companies or brands, and behaviors. The results so far have been contradictory. A possible reason may be that the concept of CSR fit is more complicated than previously assumed. Researchers suggest that there may be different types of CSR fit, but so far no empirical research has focused on a typology of CSR fit. This study fills this gap, describing a qualitative content analysis of the congruence between six organizations and their various CSR activities. Ten annual reports and CSR reports were analyzed, and 102 specific CSR activities were identified. The results show that two levels of fit must be distinguished: based on the means for and the intended ends of the CSR activity. Furthermore, six different types of fit were found, focusing on (1) products and services, (2) production processes, (3) environmental impact, (4) employees, (5) suppliers, and (6) geographical location. Considering the above variety of fit possibilities, the findings emphasize the role of CSR communication as a means of creating fit perceptions.

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Section: Key Factors In Achieving Positive Csr Outcomesmentioning

confidence: 99%

Section: Key Factors In Achieving Positive Csr Outcomesmentioning

confidence: 99%

Section: Key Factors In Achieving Positive Csr Outcomesmentioning

confidence: 99%

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How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities

2015

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“…For example, Folse, Niedrich, and Grau [49] show that higher donation amounts increase other-serving attributions. Becker-Olsen, Cudmore, and Hill, [18] find that perceiving CSR efforts as socially motivated (i.e., other-serving attributions) can reduce (or neutralize) some of the negative effects of low fit between a company and a cause.…”

Section: The Moderating Role Of Company Involvementmentioning

confidence: 99%

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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“…11;(Tangari, Folse, Burton, & Kees, 2010 The organizations should expand their efforts in creating a positive attitude towards CrM campaigns for benefits of brand and consumer participation. (Folse, Niedrich, & Grau, 2010) The larger donation size of CrM campaign will help the consumer understand the altruistic motives of organizations and if the purchase quantity is higher than expected, a negative attitude results towards CrM campaigns. (Moosmayer & Fuljahn, 2010) The donation size influences the good will of customers towards CrM.…”

Section: Consumer Attitude and Behaviormentioning

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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Cause-Relating Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences and Participation Intentions

Cited by 169 publications

References 36 publications

How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities

How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities

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

A Journey of Cause Related Marketing from 1988 to 2016

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