Articlegold2017

The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

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Corporate Social Responsibility Reporting Consumer Behavior in Brand Consumption and Identification Corporate Social Responsibility and Sustainability

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.

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References

1958The psychology of interpersonal relations.2003Corporate Social and Financial Performance: A Meta-Analysis 2007Strategy and society: the link between competitive advantage and corporate social responsibility 1991ORGANIZATIONAL INNOVATION: A META-ANALYSIS OF EFFECTS OF DETERMINANTS AND MODERATORS.1997The Company and the Product: Corporate Associations and Consumer Product Responses 2001The Role of Justice in Organizations: A Meta-Analysis 2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication 2004Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives

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2020Increasing company-cause fit: the effects of a relational ad message and consumers’ cause involvement on attitude toward the CSR activity 2022Which CSR message most appeals to you? The role of message framing, psychological ownership, perceived responsibility and customer altruistic values 2021Customers’ quality of life, advocacy and banks’ CSR‐fit: A cross‐validated moderated mediation model 2019The Effect of Participation Effort on CSR Participation Intention: The Moderating Role of Construal Level on Consumer Perception of Warm Glow and Perceived Costs

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