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| Author: | Alcaniz, E.B. Caceres, R.C. Curras, R. |
| Title: | Alliances between brands and social causes: the influence of company credibility on social responsibility image |
| Journal: | Journal of Business Ethics
2010 : OCT, VOL. 96:2, p. 169-186 |
| Index terms: | brand names social marketing social responsibility consumer behaviour reliability altruism |
| Language: | eng |
| Abstract: | This research broadens previous findings related to the positive influence of company credibility on a social Cause-Brand Alliance's (CBA) persuasion mechanism. This study discusses the mediating role of two aspects of company credibility (trustworthiness and expertise), considering the influence of altruistic attributions and two brand-cause fit types (functional and image fit) on corporate social responsibility image. A structural equation model inspects the proposed framework for a sample of 299 consumers, and the results indicate that (1) image fit and altruistic attribution are cues used by consumers to evaluate company trustworthiness when linking to a social cause; (2) functional fit significantly impacts perceived company expertise but not trustworthiness; and (3) trustworthiness is more pronounced than expertise in evaluations about corporate social responsibility. |
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