Does company size matter in corporate social responsibility? An examination of the impact of company size and cause proximity fit on consumer response
Bibliographic Data
| ID | 21498094 |
|---|---|
| Authors | Yoon Hi Sung (0000-0002-5188-8076, University of Oklahoma, Norman, OK, USA, corresponding author), Rachel Esther Lim (0000-0003-0778-2183, Oklahoma State University, Stillwater, OK, USA), Wei-Na Lee (University of Texas at Austin, Austin, TX, USA), Wei‐Na Lee (0000-0002-2471-0547, The University of Texas at Austin) |
| Year | 2022 |
| Volume | 41 |
| Issue | 2 |
| Pages | 284-308 |
| Publication date | 2022-02-17 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2020.1850997 |
| OpenAlex | W3124751200 |
| Language | EN |
| Citations received | 8 |
| References cited | 108 |
Two experimental studies were carried out to investigate the effect of company size and cause proximity on consumer response to CSR initiatives. Findings from Study 1 demonstrated that, for a large company, the national cause led to more favourable attitudes toward the ad and the company, and a more socially responsible corporate image than the local cause. By comparison, for a small company, the local cause produced more positive attitudes toward the ad and the company, and a more socially conscious corporate image than the national cause. Further delving into the cognitive mechanism of this fit effect, Study 2 investigated the mediating role of message credibility and explored how the mediation varied with consumers’ level of cause involvement. A series of moderated mediation analyses showed that when company size and cause proximity were congruent, participants displayed higher message credibility, which led to more favourable attitudes toward the ad and the company and a better corporate image than in an incongruent condition. This research suggests that company size does matter in consumer response to CSR engagement and offers initial explanations for it. Implications and suggestions for future research are provided
Advertising · Business · Cognition · Corporate social responsibility · Credibility · Mediation · Moderated mediation · Opinion leadership · Perception · Political science · Public relations · Sociology · Source credibility · Consumer Behavior in Brand Consumption and Identification · Corporate Social Responsibility Reporting · Digital Marketing and Social Media · Psychology · Social Psychology · Marketing
A close look at research on pursuing the right formula for cause-related marketing advertising
Local brands can’t be so gay
When brands get real
Introducing a special issue on advertising & corporate social responsibility
Is unfit CSR novel? Exploring the impact of CSR knowledge, brand–cause fit, and perceived novelty on consumer response
Message assertiveness and price discounts
Corporate social responsibility & the advertising strategic planning process
Decoding demarketing advertising effects through the IMC lens
The Effect of Corporate Social Responsibility (CSR) Activities on Companies With Bad Reputations
Building Corporate Associations
Development of a Scale to Measure Consumer Skepticism Toward Advertising
The Double-Edge of Organizational Legitimation
An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context
When Attention‐Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent
Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility
Doing Better at Doing Good
When consumers doubt, Watch out! The role of CSR skepticism
The Influence of Message Framing and Issue Involvement
Corporate Social Responsibility and Firm Size
Cause-Related Marketing
Corporate Hypocrisy
Expectancy Violations Theory
Consumer Responses to Corporate Social Responsibility (CSR) Initiatives
The impact of perceived corporate social responsibility on consumer behavior
An Examination of the Nature of Trust in Buyer-Seller Relationships
Corporate Social Responsibility
Maximizing Business Returns to Corporate Social Responsibility (CSR)
Congruence Effects in Sponsorship
Corporate social responsibility
Consumer trust in an Internet store
The Impact of Interactive Corporate Social Responsibility Communication on Corporate Reputation
A Theory of Psychological Reactance
The correspondence bias
The effects of involvement on responses to argument quantity and quality
Of thoughts unspoken
Heuristic versus systematic information processing and the use of source versus message cues in persuasion
Causes and effects of causal attribution
Small Business Champions for Corporate Social Responsibility
Investigating Stakeholder Theory and Social Capital
Stereotypes and prejudice
Schema Congruity as a Basis for Product Evaluation
The Persuasion Knowledge Model
Central and Peripheral Routes to Advertising Effectiveness
Interpersonal Expectations, Expectancy Violations, and Emotional Communication
Toward a Theory of Personal Space Expectations and Their Violations
Some Explorations in Initial Interaction and Beyond
No Small Matter
The Underdog Effect
The Starbucks Brandscape and Consumers' (Anticorporate) Experiences of Glocalization
Consumers' Use of Persuasion Knowledge
Donations to Charity as Purchase Incentives
| Citations per year | 2 |
|---|---|
| Citation span | 2022 - 2026 (5) |
| Highly cited | No |