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Containing Cause-Related Marketing Skepticism: A Comparison across Donation Frame Types

Author

Listed:
  • Pavlos A Vlachos

    (ALBA Graduate Business School at the American College of Greece)

  • Christos D Koritos

    (ALBA Graduate Business School at the American College of Greece)

  • Areti Krepapa

    (DEREE Graduate School, The American College of Greece)

  • Konstantinos Tasoulis

    (DEREE Graduate School, The American College of Greece)

  • Ioannis G Theodorakis

    (INSEEC Business School)

Abstract

This study examines how companies can better manage consumer attributions (ie, perceived company underlying motives) to corporate social responsibility (CSR) through CSR-related communications. Specifically, the article focuses on cause-related marketing (CRM) initiatives and investigates how different types of CRM donation frames influence consumers’ perceptions of a company’s motivation to support a social cause. Drawing from the psychology of money and CSR literature, the article finds that the in-kind CRM donation frame works best at reducing consumers’ causal attributions of companies’ self-centered motives.

Suggested Citation

  • Pavlos A Vlachos & Christos D Koritos & Areti Krepapa & Konstantinos Tasoulis & Ioannis G Theodorakis, 2016. "Containing Cause-Related Marketing Skepticism: A Comparison across Donation Frame Types," Corporate Reputation Review, Palgrave Macmillan, vol. 19(1), pages 4-21, February.
    • Handle: RePEc:pal:crepre:v:19:y:2016:i:1:d:10.1057_crr.2015.23
    DOI: 10.1057/crr.2015.23
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    References listed on IDEAS

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    Cited by:

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    2. Cammie Hensley & Sonali Diddi & Karen Hyllegard, 2019. "Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth," Social Sciences, MDPI, vol. 8(8), pages 1-20, August.
    3. Ahmad, Fayez & Guzmán, Francisco & Kidwell, Blair, 2022. "Effective messaging strategies to increase brand love for sociopolitical activist brands," Journal of Business Research, Elsevier, vol. 151(C), pages 609-622.
    4. Rana Essam Shazly & Abeer A. Mahrous, 2020. "Capture the hearts to win the minds: cause-related marketing in Egypt," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 255-276, September.
    5. Rana Essam Shazly & Abeer A. Mahrous, 0. "Capture the hearts to win the minds: cause-related marketing in Egypt," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-22.
    6. Nguyen, Nga & Priporas, Constantinos-Vasilios & McPherson, Mark & Manyiwa, Simon, 2023. "CSR-related consumer scepticism: A review of the literature and future research directions," Journal of Business Research, Elsevier, vol. 169(C).
    7. Ning Wang & Hao Nie & Xin-zhuo Zhao, 2022. "The Relationship between CSR Engagement and Financial Performance of Listed Publishing Enterprises in China: The Moderating Role of Executives' Overseas Experience," International Business Research, Canadian Center of Science and Education, vol. 15(9), pages 1-70, September.

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