The Joint Effect of Power, Relationship Type, and Corporate Social Responsibility Type on Customers’ Intent to Donate

Abstract

This study examines how the type of dining companion, type of cause-related marketing (CRM) program, and power influence restaurant consumers’ prosocial behavior and loyalty intentions. A 2 × 2 × 2 experiment was conducted with relationship type, CRM type, and power state as independent variables. The results indicate that, among those with high social power, intent to donate and repurchase intentions depend on whether they are dining out with a romantic partner or a business partner. Moreover, in front of a romantic (vs. business) partner, powerful individuals respond more positively to a CRM message signaling warmth (vs. competence). Such a difference is not observed among those with relatively less social power. Theoretical and managerial implications are discussed.