IDEAS home Printed from https://ideas.repec.org/a/spr/ajossr/v4y2019i1d10.1186_s41180-019-0028-4.html
   My bibliography  Save this article

A study on the relationship between perceived CSR motives, authenticity and company attitudes: a comparative analysis of cause promotion and cause-related marketing

Author

Listed:
  • Min Ah Jeon

    (Inha University)

  • Daechun An

    (Inha University)

Abstract

In order to delve into the complexity involved in the role of authenticity in the context of CSR marketing, this study examines the relationships among perceived CSR motives, authenticity and company attitudes. A different effect of perceived CSR motives on authenticity is also examined between the two most representative types of CSR activities, namely, cause promotion and cause-related marketing. The results from a face-to-face survey with a sample of 289 respondents show that value-driven and stakeholder-driven motives had a positive effect on CSR authenticity while egoistic motives negatively affected CSR authenticity. Also, the effects of value-driven and stakeholder-driven motives on CSR authenticity were found to be larger for cause promotion than they were for cause-related marketing. However, the difference in the effects of the other two motives on CSR authenticity was not statistically significant between cause promotion and cause-related marketing. In addition, the effect of CSR authenticity on company attitudes was found to be statistically significant. When the relative strengths of the effects of four categories of motives on CSR authenticity were compared, value-driven motives had the strongest effect on CSR authenticity for both cause promotion and cause-related marketing. Interestingly, for cause promotion, stakeholder-driven motives had the second strongest effect while egoistic motives were least influential. For cause-related marketing, egoistic motives were found to be the second most influential factor, followed by strategic and stakeholder-driven motives. Practical implications of these finding are discussed along with theoretical implications.

Suggested Citation

  • Min Ah Jeon & Daechun An, 2019. "A study on the relationship between perceived CSR motives, authenticity and company attitudes: a comparative analysis of cause promotion and cause-related marketing," Asian Journal of Sustainability and Social Responsibility, Springer, vol. 4(1), pages 1-14, December.
    • Handle: RePEc:spr:ajossr:v:4:y:2019:i:1:d:10.1186_s41180-019-0028-4
    DOI: 10.1186/s41180-019-0028-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s41180-019-0028-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1186/s41180-019-0028-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    2. Terry Beckman & Alison Colwell & Peggy Cunningham, 2009. "The Emergence of Corporate Social Responsibility in Chile: The Importance of Authenticity and Social Networks," Journal of Business Ethics, Springer, vol. 86(2), pages 191-206, March.
    3. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    4. Ven van de, B. & Graafland, J.J., 2006. "Strategic and moral motivation for corporate social responsibility," MPRA Paper 20278, University Library of Munich, Germany.
    5. Alhouti, Sarah & Johnson, Catherine M. & Holloway, Betsy Bugg, 2016. "Corporate social responsibility authenticity: Investigating its antecedents and outcomes," Journal of Business Research, Elsevier, vol. 69(3), pages 1242-1249.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Walter, Nadine & Föhl, Ulrich & Sander, Frauke & Nies, Angelique, 2024. "Act as you preach! Authentic brand purpose versus “woke washing’s” impact on brand credibility: The moderating role of cause involvement and consumer skepticism," Journal of Business Research, Elsevier, vol. 184(C).
    2. Olukorede Adewole, 2024. "The need for social equality from emerging patterns in business and costs towards environmental sustainability in a new paradigm shift," International Journal of Corporate Social Responsibility, Springer, vol. 9(1), pages 1-28, December.
    3. Jing Yu & Changjun Jiang & Xiaohong Zhuang & Sanggyun Na & Zongmin Cui, 2020. "The Formation Mechanism of Consumer Perceived Corporate Social Responsibility Authenticity: An Empirical Study of Chinese Consumers," Sustainability, MDPI, vol. 12(6), pages 1-22, March.
    4. Mohamed M. Shamil & H. A. K. N. S. Surangi & M. A. D. H. Mallawarachchi, 2024. "Exploring values, orientation, and motives towards corporate social responsibility: SME owners’ and managers’ viewpoint in Sri Lanka," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 14(1), pages 1-12, December.
    5. Chen Wang & Yeonggil Kim & Changhee Kim, 2022. "Are all CSR Activities in Your SNS Authentic? The Antecedents and Outcomes of Consumer Perceived Authenticity of CSR," SAGE Open, , vol. 12(4), pages 21582440221, November.
    6. Olukorede Adewole, 2024. "‘Leveraging on CSR as a tool of brand communication based on consumer’s perception with extrapolation from a novel 3-factor model," International Journal of Corporate Social Responsibility, Springer, vol. 9(1), pages 1-23, December.
    7. Enrique Carlos Bianchi & Gaspar Gracia Daponte & Leticia Pirard, 2021. "The impact of cause-related marketing campaigns on the reputation of corporations and NGOs," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 187-205, June.
    8. Azilah Kasim & Bussalin Khuadthong & Noormala Jailani & Muhammad Fauzi Mokhtar & Jasmine Zea Raziah Radha Rashid Radha & Maebel Leong, 2022. "The Importance of Community Perspectives on Hotel Community-Related CSR: A Position Paper," Sustainability, MDPI, vol. 14(8), pages 1-17, April.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Seonggoo Ji & Ihsan Ullah Jan, 2019. "The Impact of Perceived Corporate Social Responsibility on Frontline Employee’s Emotional Labor Strategies," Sustainability, MDPI, vol. 11(6), pages 1-14, March.
    2. Jing Yu & Changjun Jiang & Xiaohong Zhuang & Sanggyun Na & Zongmin Cui, 2020. "The Formation Mechanism of Consumer Perceived Corporate Social Responsibility Authenticity: An Empirical Study of Chinese Consumers," Sustainability, MDPI, vol. 12(6), pages 1-22, March.
    3. Hajir Afzali & Sang Soo Kim, 2021. "Consumers’ Responses to Corporate Social Responsibility: The Mediating Role of CSR Authenticity," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    4. Alhouti, Sarah & Johnson, Catherine M. & Holloway, Betsy Bugg, 2016. "Corporate social responsibility authenticity: Investigating its antecedents and outcomes," Journal of Business Research, Elsevier, vol. 69(3), pages 1242-1249.
    5. Habitzreuter, Anna Mei & Koenigstorfer, Joerg, 2021. "The impact of environmental CSR-linked sport sponsorship on attitude toward the sponsor depending on regulatory fit," Journal of Business Research, Elsevier, vol. 124(C), pages 720-730.
    6. Duygu Turker & Ozge Can & Gizem Aras‐Beger, 2023. "How authenticity of corporate social responsibility affects organizational attractiveness: Stakeholder perceptions of organizational ideology," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 1680-1697, July.
    7. Huifang Liu & Jin-Sup Jung, 2021. "The Effect of CSR Attributes on CSR Authenticity: Focusing on Mediating Effects of Digital Transformation," Sustainability, MDPI, vol. 13(13), pages 1-15, June.
    8. G. Pino & M. Nieto Garcia & A. Peluso & G. Viglia & R. Filieri, 2023. "Understanding how virtuous lenders encourage support for peer-to-peer platforms’ prosocial initiatives," Post-Print hal-04248928, HAL.
    9. 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.
    10. Baobao Song & Xiaomeng Lan, 2022. "Meeting Consumers’ Expectations: Exploring Corporate Social Advocacy Communication in China," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    11. Seunghee Im & Yang Woon Chung & Ji Yeon Yang, 2016. "Employees’ Participation in Corporate Social Responsibility and Organizational Outcomes: The Moderating Role of Person–CSR Fit," Sustainability, MDPI, vol. 9(1), pages 1-14, December.
    12. Jenni Sipilä & Sascha Alavi & Laura Marie Edinger-Schons & Sabrina Dörfer & Christian Schmitz, 2021. "Corporate social responsibility in luxury contexts: potential pitfalls and how to overcome them," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 280-303, March.
    13. Anat Toder‐Alon & Eyal Rosenstreich & Tali Te'eni Harari, 2019. "Give or take? Consumers' ambivalent perspectives on the relationship between a firm's corporate social responsibility engagement and its responsible tax payments," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 872-884, July.
    14. Anran Zhang & Alex Scodellaro & Bo Pang & Hui-Yi Lo & Zhengliang Xu, 2020. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    15. Virginia S. Harrison & Michail Vafeiadis & Joseph Bober, 2022. "Greening Professional Sport: How Communicating the Fit, Proximity, and Impact of Sustainability Efforts Affects Fan Perceptions and Supportive Intentions," Sustainability, MDPI, vol. 14(6), pages 1-21, March.
    16. Athanasios Krystallis & Vlad Zaharia & Antonis Zairis, 2021. "“When” Does It Pay to Be Good? Attributions Mediate the Way CSR Elements Impact on Consumer Responses, and Are Controllable," Sustainability, MDPI, vol. 13(11), pages 1-16, May.
    17. Chen Wang & Yeonggil Kim & Changhee Kim, 2022. "Are all CSR Activities in Your SNS Authentic? The Antecedents and Outcomes of Consumer Perceived Authenticity of CSR," SAGE Open, , vol. 12(4), pages 21582440221, November.
    18. Lucinda Austin & Barbara Miller Gaither, 2019. "Redefining fit: examining CSR company-issue fit in stigmatized industries," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 9-20, January.
    19. Chang-Hyun Jin & Jung-Yong Lee, 2019. "The Halo Effect of CSR Activity: Types of CSR Activity and Negative Information Effects," Sustainability, MDPI, vol. 11(7), pages 1-20, April.
    20. Santhiya Ramasamy & Karpal S. Dara Singh & Azlan Amran & Mehran Nejati, 2020. "Linking human values to consumer CSR perception: The moderating role of consumer skepticism," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1958-1971, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:ajossr:v:4:y:2019:i:1:d:10.1186_s41180-019-0028-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.