The Effects of Corporate Commitment and Cause Commercialization in Cause-Related Marketing

Yoojung Kim, University of Texas at Austin, USA
Jung Lim, University of Texas at Austin, USA
Sejung Marina Choi, University of Texas at Austin, USA
Using attribution theory, this study investigated the effects of a company’s commitment to Corporate Social Responsibility (CSR) and the level of commercialization of the associated social cause on consumer response to the company’s Cause-Related Marketing (CRM) campaign. As predicted, the results of the experimental study revealed positive effects of corporate commitment to CSR. That is, when consumers believed the company was strongly committed to CSR, they inferred more altruistic, less self-serving motives from the company’s CRM activity and held more credible perceptions of and more favorable attitudes toward the corporation than when the company’s CSR commitment was weak. On the other hand, the commercialization level of the associated cause in the CRM campaign did not significantly affect corporate motive attributions, corporate credibility perceptions, and corporate attitudes.
[ to cite ]:
Yoojung Kim, Jung Lim, and Sejung Marina Choi (2010) ,"The Effects of Corporate Commitment and Cause Commercialization in Cause-Related Marketing", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 834-835 .