the role of company-cause fit and company involvement in consumer responses to csr initiatives: a meta-analytic review
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2017
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Abstract
The marketing literature suggests that company-cause fit is of key importance to developing a successful socially responsible initiative. However, controversy exists regarding the level of this fit. While some studies report that high fit between a company and a cause has beneficial effects on consumer responses to such efforts, other research identifies negative impacts. This paper aims to obtain a deeper insight into this issue by examining the moderating role of company involvement in a cause. A meta-analysis of 51 experimental studies, yielding a total sample size of 11,335 subjects, shows that company-cause fit influences consumer responses to CSR initiatives most positively when a company with a positive reputation is highly involved in a cause, that is, when the company donates at least products. If such a company provides its beneficiary with only monetary contributions (i.e., low involvement), the effects of fit are significantly less influential.
| Reference Key |
zasuwa2017sustainabilitythe
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|---|---|
| Authors | ;Grzegorz Zasuwa |
| Journal | journal of physics: conference series |
| Year | 2017 |
| DOI |
10.3390/su9061016
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| URL | |
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