Doing Good Does Good? Sustainable Marketing of CSR and Consumer Evaluations
Authors:
- 30 December 2011
- journal article
- research article
- Published by Wiley in Corporate Social Responsibility and Environmental Management
- Vol. 20 (1) , 15-28
Abstract
This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives – sponsorship, cause‐related marketing, and philanthropy – on consumer evaluations with the moderating effect of psychological distance (social distance and spatial distance). Four hundred and eighty subjects participated in a 3x2x2 between‐subjects factorial design experiment. The results of the analyses were significant and in the direction hypothesized. Philanthropy was found to have a stronger effect on consumer evaluations, followed by sponsorship and cause‐related marketing. However, the relationship between CSR initiatives and consumer evaluations was significantly stronger when consumers perceived the focal brand with low social distance as well as the cause with low spatial distance. The findings thus provide support for the importance of psychological distance in moderating CSR initiatives. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment.Keywords
This publication has 84 references indexed in Scilit:
- A strategy to communicate corporate social responsibility: cause related marketing and its dark sideCorporate Social Responsibility and Environmental Management, 2008
- Interpersonal similarity as a social distance dimension: Implications for perception of others’ actionsJournal of Experimental Social Psychology, 2008
- Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related MarketingJournal of Advertising, 2007
- Construal Levels and Psychological Distance: Effects on Representation, Prediction, Evaluation, and BehaviorJournal of Consumer Psychology, 2007
- Sympathy and callousness: The impact of deliberative thought on donations to identifiable and statistical victimsOrganizational Behavior and Human Decision Processes, 2007
- CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor MotiveJournal of Advertising, 2004
- A model of fan identification: antecedents and sponsorship outcomesJournal of Services Marketing, 2003
- Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement ConditionsJournal of Advertising, 1994
- Evaluating Structural Equation Models with Unobservable Variables and Measurement ErrorJournal of Marketing Research, 1981
- Information in the Labor MarketJournal of Political Economy, 1962