Containing Cause-Related Marketing Skepticism: A Comparison across Donation Frame Types
Corporate Reputation Review(2016)
摘要
This study examines how companies can better manage consumer attributions (ie, perceived company underlying motives) to corporate social responsibility (CSR) through CSR-related communications. Specifically, the article focuses on cause-related marketing (CRM) initiatives and investigates how different types of CRM donation 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.
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关键词
attributions, cause-related marketing, consumer skepticism, corporate social responsibility
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