Disaster Zone! Maximizing the Impact of Corporate Contributions to Disasters Or a Different Way of Thinking of Fit

Yoshiko DeMotta, Baruch College, USA
Diogo Hildebrand, Baruch College, USA
Ana Valenzuela, Baruch College, USA
Sankar Sen, Baruch College, USA
A concept of fit (perceived link between brand and cause) has been a central importance in consumers’ attitudes towards corporate social responsibility (CSR) programs. We propose that consumers may use different dimensions of fit to evaluate CSR programs directed toward disaster relief. Our study demonstrates that a new dimension of fit between contribution type (monetary vs. non-monetary) and cause characteristic (nature-made vs. human-made disaster) impacts consumer evaluations of CSR efforts.
[ to cite ]:
Yoshiko DeMotta, Diogo Hildebrand, Ana Valenzuela, and Sankar Sen (2011) ,"Disaster Zone! Maximizing the Impact of Corporate Contributions to Disasters Or a Different Way of Thinking of Fit", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.