Containing Cause-Related Marketing Skepticism: A Comparison across Donation Frame Types

Pavlos A Vlachos, Christos D Koritos, Areti Krepapa, Konstantinos Tasoulis and Ioannis G Theodorakis
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Pavlos A Vlachos: ALBA Graduate Business School at the American College of Greece
Christos D Koritos: ALBA Graduate Business School at the American College of Greece
Areti Krepapa: DEREE Graduate School, The American College of Greece
Konstantinos Tasoulis: DEREE Graduate School, The American College of Greece
Ioannis G Theodorakis: INSEEC Business School

Corporate Reputation Review, 2016, vol. 19, issue 1, No 2, 4-21

Abstract: Abstract 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.

Keywords: attributions; cause-related marketing; consumer skepticism; corporate social responsibility (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (7)

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DOI: 10.1057/crr.2015.23

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