Containing Cause-Related Marketing Skepticism

Vlachos, P. A., Koritos, C. D., Krepapa, A., Tasoulis, K., & Theodorakis, I. G. (2016). Containing cause-related marketing skepticism: A comparison across donation frame types. Corporate Reputation Review, 19(1), 4-21.

18 Pages Posted: 5 Dec 2022

See all articles by Pavlos A. Vlachos

Pavlos A. Vlachos

Alba Graduate Business School,The American College of Greece

Christos Koritos

Alba Graduate Business School - American College of Greece

Areti Krepapa

American College of Greece (DEREE) - Graduate School of DEREE

Ioannis Theodorakis

INSEEC Business School

Date Written: 2016

Abstract

This study examines how companies can better manage consumer attributions (ie, perceived company underlying motives) to corporate social responsibility (CSR) through CSR-related com-munications. Specifically, the article focuses on cause-related marketing (CRM) initiatives and investigates how different types of CRM dona¬tion 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.

Keywords: attributions; cause-related marketing; consumer skepticism; corporate social responsibility

Suggested Citation

Vlachos, Pavlos A. and Koritos, Christos and Krepapa, Areti and Tasoulis, Konstantinos and Theodorakis, Ioannis, Containing Cause-Related Marketing Skepticism ( 2016). Vlachos, P. A., Koritos, C. D., Krepapa, A., Tasoulis, K., & Theodorakis, I. G. (2016). Containing cause-related marketing skepticism: A comparison across donation frame types. Corporate Reputation Review, 19(1), 4-21., Available at SSRN: https://ssrn.com/abstract=4256996 or http://dx.doi.org/10.2139/ssrn.4256996

Pavlos A. Vlachos

Alba Graduate Business School,The American College of Greece ( email )

6-8, Xenias str., Ampelokipoi
Athens, 115 28
Greece

HOME PAGE: http://www.alba.acg.edu

Christos Koritos (Contact Author)

Alba Graduate Business School - American College of Greece ( email )

Athens
Greece

Areti Krepapa

American College of Greece (DEREE) - Graduate School of DEREE ( email )

Gravias 6, Aghia Paraskevi
Athenes, 153-42
Greece

Ioannis Theodorakis

INSEEC Business School ( email )

Bordeaux
France

No contact information is available for Konstantinos Tasoulis

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