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
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: Suggested Citation