Brand attachment importance to corporate social responsibility causes adherence
This study examines the joint effect of brand-cause congruence, brand attachment, and attitude toward corporate social responsibility (CSR) on the intention of consumers to adhere to causes sponsored by a brand. The results of two experiments suggest that when consumer attitude toward such causes i...
| Autores: | , , , |
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2018 |
| País: | Brasil |
| Recursos: | Fundação Getulio Vargas (FGV) |
| Repositório: | Revista de Administração de Empresas |
| Idioma: | português inglês |
| OAI Identifier: | oai:ojs.periodicos.fgv.br:article/77592 |
| Acesso em linha: | https://periodicos.fgv.br/rae/article/view/77592 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Corporate social responsibility brand attachment attitude toward the cause brand-cause congruence experiment Responsabilidad social corporativa apego a la marca actitud en relación a la causa congruencia marca-causa experimento Responsabilidade social corporativa apego à marca atitude em relação à causa congruência marca-causa |
| Resumo: | This study examines the joint effect of brand-cause congruence, brand attachment, and attitude toward corporate social responsibility (CSR) on the intention of consumers to adhere to causes sponsored by a brand. The results of two experiments suggest that when consumer attitude toward such causes is less positive and attachment to the brand is low, the intention to adhere to a CSR cause is greater when the brand is congruent to the cause than when it is incongruent; if consumer brand attachment is high, the intention to adhere to the cause is the same, regardless of brand-cause congruence. On the other hand, if consumer attitude toward the cause is more positive, brand attachment does not moderate the effect of brand-cause congruence on the intention to adhere to the cause. The perception of persuasive intent mediates the influence of brand-cause congruence on the intention to adhere for consumers with low brand attachment, but not for those with high brand attachment. |
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