A importância do apego à marca para o engajamento em causas de responsabilidade social corporativa

Annaysa Salvador Muniz Kamiya, José Mauro da Costa Hernandez, Agnne Karoline S. Xavier and Débora Beserra Ramos

RAE - Revista de Administração de Empresas, 2018, vol. 58, issue 6

Abstract: 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.

Date: 2018
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