Dual nature of cause‐brand fit : Influence on corporate social responsibility consumer perception Influence on corporate social responsibility consumer perception

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Bibliographische Detailangaben
Beteiligte: Bigné, Enrique, Currás‐Pérez, Rafael, Aldás‐Manzano, Joaquín
In: European Journal of Marketing, 46, 2012, 3/4, S. 575-594
veröffentlicht:
Emerald
Medientyp: Artikel, E-Artikel
weitere Informationen
Umfang: 575-594
ISSN: 0309-0566
DOI: 10.1108/03090561211202620
veröffentlicht in: European Journal of Marketing
Sprache: Englisch
Schlagwörter:
Kollektion: Emerald (CrossRef)
Inhaltsangabe

<jats:sec><jats:title content-type="abstract-heading">Purpose</jats:title><jats:p>The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social responsibility consumer perception (CSR perception) in a cause‐brand alliance (CBA) context.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Design/methodology/approach</jats:title><jats:p>A theoretical model is proposed, based on previous research, which explains the effect of functional fit and image fit on altruistic attributions, brand credibility and CSR image; these relationships were assessed through structural equation modelling. The model was estimated with a sample of 299 Spanish consumers of toiletries and cosmetics products, randomly selected. Two newly created, printed CBA advertisements served as the basic stimulus of the study.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Findings</jats:title><jats:p>This research shows that consumers perceive functional and image fit differently, and each has its own mechanism for influencing brand CSR perception. While functional fit has a direct, although gentle influence on CSR perception, image fit has an indirect influence, as it is used as a cue to evaluate altruistic brand motivations and brand credibility.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Research limitations/implications</jats:title><jats:p>The chosen research approach may reduce the generalisability of the results. Further empirical testing using alternative brands and outcome measures is encouraged.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Practical implications</jats:title><jats:p>Both types of fit influence the formation of CSR perception, and should therefore be postulated as decision criteria to brand managers for choosing the CBA partner. Specifically, brands which are likely of being perceived as not credible or egoistic when associating with the cause, must pay special attention to image fit.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Originality/value</jats:title><jats:p>This work analyses and compares simultaneously the influence of functional fit and image fit on CSR brand perception formation in the context of a CBA strategy.</jats:p></jats:sec>