The effect of corporate social responsibility reputation on consumer support for cause-related marketing

Abstract

Drawing insights from the theory of planned behaviour, this study examined the determinants of consumer support for cause-related marketing (CRM) across companies with either positive or negative corporate social responsibility (CSR) reputations. With the use of online experimental data (n = 311 college students), similarities and differences in the relationships between the determinants were discussed across two prior CSR reputations. For companies with positive CSR reputations, subjective norm and perceived behavioural control (PBC) appeared to have positive relationships with purchase intention. For companies with negative CSR reputations, attitude towards CRM, subjective norm, and PBC appeared to have positive relationships with purchase intention. For companies with both CSR reputations, affect towards CRM support was not found to be related to purchase intention. Subsequently, purchase intention turned out to influence the development of favourable brand image for companies with both positive and negative CSR reputations. Overall, these findings shed light on the potential that controversial companies with prior negative reputations can restore and enhance their brand image by employing CRM initiatives. Theoretical and managerial implications were discussed.