TY - JOUR
T1 - Firm-Determined or Consumer-Determined Corporate Social Responsibility (CSR)? Examining the Effects of Choice-of-Cause in Cause-Related Marketing
AU - Tao, Weiting
AU - Ji, Yi Grace
N1 - Publisher Copyright:
© The Author(s) 2020.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020
Y1 - 2020
N2 - As a widely practiced form of corporate social responsibility (CSR), cause-related marketing (CRM) programs have been considered effective in generating reputational, relational, and financial returns for companies. This study examines a new form of CRM: choice-of-cause programs, in which companies empower consumers to determine which social causes to support. Based on self-determination theory, reputation management literature, and CSR research, this study proposes a conceptual framework that theorizes the effectiveness of the choice program, mapping out consumers’ psychological experiences and consequential attitudinal and behavioral intention responses toward companies and their nonprofit partners. Results of an online experiment offer partial support to the framework. They showed the relative advantage of the choice program over traditional cause-without-choice practice and highlighted the importance of creating an autonomy-supportive CSR program environment where consumers can exercise self-determination. Furthermore, results demonstrated the crucial role of corporate reputation in influencing consumer responses in CSR programs.
AB - As a widely practiced form of corporate social responsibility (CSR), cause-related marketing (CRM) programs have been considered effective in generating reputational, relational, and financial returns for companies. This study examines a new form of CRM: choice-of-cause programs, in which companies empower consumers to determine which social causes to support. Based on self-determination theory, reputation management literature, and CSR research, this study proposes a conceptual framework that theorizes the effectiveness of the choice program, mapping out consumers’ psychological experiences and consequential attitudinal and behavioral intention responses toward companies and their nonprofit partners. Results of an online experiment offer partial support to the framework. They showed the relative advantage of the choice program over traditional cause-without-choice practice and highlighted the importance of creating an autonomy-supportive CSR program environment where consumers can exercise self-determination. Furthermore, results demonstrated the crucial role of corporate reputation in influencing consumer responses in CSR programs.
KW - cause-related marketing
KW - choice of cause
KW - corporate reputation
KW - corporate social responsibility
KW - self-determination theory
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U2 - 10.1177/2329488420918397
DO - 10.1177/2329488420918397
M3 - Article
AN - SCOPUS:85086046436
JO - International Journal of Business Communication
JF - International Journal of Business Communication
SN - 2329-4884
ER -