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Abstract
This study investigates the efficacy of three corporate social responsibility (CSR) initiatives—sponsorship, cause-related
marketing (CRM), and philanthropy—on consumer–company identification (C–C identification) and brand attitude and, in turn,
consumer citizenship behaviors. CSR reputation is proposed as the moderating variable that affects the relationship between
CSR initiatives, C–C identification, and brand attitude. A conceptual model that integrates the hypothesized relationships
and the moderating effect of CSR reputation is used to frame the study. Using a between-subjects factorial designed experiment,
the results showed that all three CSR initiatives have a significant effect on C–C identification and brand attitude. The
level of that influence, however, varied according to a firm’s CSR reputation. Managerial implications of these findings are
also discussed.
- Content Type Journal Article
- Pages 1-13
- DOI 10.1007/s10551-011-0948-0
- Authors
- Yuan-Shuh Lii, Department of Marketing, College of Business, Feng Chia University, 100 Wenhwa Road, Seatwen, Taichung 407, Taiwan
- Monle Lee, School of Business and Economics, Indiana University South Bend, 1700 Mishawaka Avenue, South Bend, IN 46615, USA
- Journal Journal of Business Ethics
- Online ISSN 1573-0697
- Print ISSN 0167-4544