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

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  • 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
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    References listed on IDEAS

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    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.
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    2. 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).
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. 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.
    9. 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.

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