Access the full text.
Sign up today, get DeepDyve free for 14 days.
Sung-Un Yang, J. Grunig (2005)
Decomposing organisational reputation: The effects of organisation–public relationship outcomes on cognitive representations of organisations and evaluations of organisational performanceJournal of Communication Management, 9
K. Gwinner, J. Eaton (1999)
Building Brand Image Through Event Sponsorship: The Role of Image TransferJournal of Advertising, 28
K. Shim, Myojung Chung, Young Kim (2017)
Does ethical orientation matter? Determinants of public reaction to CSR communicationPublic Relations Review, 43
François Carrillat, P. Solomon, A. d’Astous (2015)
Brand Stereotyping and Image Transfer in Concurrent SponsorshipsJournal of Advertising, 44
Prabu David, Susan Kline, Yang Dai (2005)
Corporate Social Responsibility Practices, Corporate Identity, and Purchase Intention: A Dual-Process ModelJournal of Public Relations Research, 17
M. Strahilevitz, J. Myers (1998)
Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You are Trying to SellMKTG: Affect & Emotion (Topic)
L. Ross, L. Berkowitz, Psychology Academic (1977)
The intuitive psychologist and his shortcomings: Distortions in the attribution process”, in Ed), Advances in Experimental Social New York, pp. .
Enrique Alcañiz, Ruben Cáceres, R. Pérez (2010)
Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility ImageJournal of Business Ethics, 96
B. Till, M. Busler (2000)
The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand BeliefsJournal of Advertising, 29
Emel Aksak, M. Ferguson, Şirin Duman (2016)
Corporate social responsibility and CSR fit as predictors of corporate reputation: A global perspectivePublic Relations Review, 42
Deborah Webb, Lois Mohr (1998)
A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially ConcernedJournal of Public Policy & Marketing, 17
John Anderson (1983)
A spreading activation theory of memory.Journal of Verbal Learning and Verbal Behavior, 22
Steve Hoeffler, Kevin Keller (2002)
Building Brand Equity through Corporate Societal MarketingJournal of Public Policy & Marketing, 21
Nha Nguyen, Gaston Leblanc (2001)
Corporate image and corporate reputation in customers` retention decisions in servicesJournal of Retailing and Consumer Services, 8
Kevin Keller (1993)
Conceptualizing, Measuring, and Managing Customer-Based Brand EquityJournal of Marketing, 57
W. Tao, M. Ferguson (2015)
The Overarching Effects of Ethical Reputation Regardless of CSR Cause Fit and Information SourceInternational Journal of Strategic Communication, 9
Scott MacKenzie, R. Lutz (1989)
An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting ContextJournal of Marketing, 53
G. Bierbrauer (1979)
Why did he do it? attribution of obedience and the phenomenon of dispositional biasEuropean Journal of Social Psychology, 9
Nora Rifon, S. Choi, C. Trimble, Hairong Li (2004)
CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor MotiveJournal of Advertising, 33
Yeonsoo Kim (2017)
Consumer Responses to the Food Industry’s Proactive and Passive Environmental CSR, Factoring in Price as CSR TradeoffJournal of Business Ethics, 140
C. Bhattacharya, Daniel Korschun, Sankar Sen (2009)
Strengthening Stakeholder–Company Relationships Through Mutually Beneficial Corporate Social Responsibility InitiativesJournal of Business Ethics, 85
C. Fombrun, Naomi Gardberg, J. Sever (2000)
The Reputation QuotientSM: A multi-stakeholder measure of corporate reputationJournal of Brand Management, 7
Bernard Simonin, Julie Ruth (1998)
Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand AttitudesJournal of Marketing Research, 35
P. Ellen, Lois Mohr, Deborah Webb (2000)
Charitable programs and the retailer: do they mix?Journal of Retailing, 76
Chi-Shiun Lai, Chih-Jen Chiu, Chin-Fang Yang, D. Pai (2010)
The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate ReputationJournal of Business Ethics, 95
W. Coombs (2000)
Crisis management: Advantages of a relational perspective.
P. Roberts, G. Dowling (2002)
Corporate reputation and sustained superior financial performanceSouthern Medical Journal, 23
Yeosun Yoon, Zeynep Gürhan‐Canli, N. Schwarz (2006)
The Effect of Corporate Social Responsibility (CSR) Activities on Companies With Bad ReputationsJournal of Consumer Psychology, 16
(2014)
Creating a baseline for corporate CSR spend on global education initiatives
G. Prendergast, A. Paliwal, Marc Mazodier (2016)
The Hidden Factors Behind Sponsorship and Image TransferJournal of Advertising Research, 56
T. Meenaghan (2001)
Understanding sponsorship effectsPsychology & Marketing, 18
M. Maloni, Michael Brown (2006)
Corporate Social Responsibility in the Supply Chain: An Application in the Food IndustryJournal of Business Ethics, 68
K. Gwinner, Brian Larson, S. Swanson (2009)
Image Transfer in Corporate Event Sponsorship: Assessing the Impact of Team Identification and Event-Sponsor FitInternational Journal of Management and Marketing Research, 2
Joan Meyers-Levy, Alice Tybout (1989)
Schema Congruity as a Basis for Product EvaluationJournal of Consumer Research, 16
J. Sánchez, Ladislao Sotorrío (2007)
The Creation of Value Through Corporate ReputationJournal of Business Ethics, 76
J. Sabaté, E. Puente (2003)
Empirical Analysis of the Relationship Between Corporate Reputation and Financial Performance: A Survey of the LiteratureCorporate Reputation Review, 6
M. Barone, Anthony Miyazaki, K. Taylor (2000)
The influence of cause-related marketing on consumer choice: Does one good turn deserve another?Journal of the Academy of Marketing Science, 28
R. Speed, P. Thompson (2000)
Determinants of sports sponsorship responseJournal of the Academy of Marketing Science, 28
Kristopher Preacher, A. Hayes (2004)
SPSS and SAS procedures for estimating indirect effects in simple mediation modelsBehavior Research Methods, Instruments, & Computers, 36
Ji-yang Bae, G. Cameron (2006)
Conditioning effect of prior reputation on perception of corporate givingPublic Relations Review, 32
Rajan Varadarajan, Anil Menon (1988)
Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate PhilanthropyJournal of Marketing, 52
Y. Kim, Youjin Choi (2012)
College Students' Perception of Philip Morris's Tobacco-Related Smoking Prevention and Tobacco-Unrelated Social ResponsibilityJournal of Public Relations Research, 24
E. Jones (1979)
The rocky road from acts to dispositions.The American psychologist, 34 2
Craig Smith (1994)
The new corporate philanthropyHarvard Business Review, 72
L. Kinney, Stephen McDaniel (1996)
Strategic Implications of Attitude-Toward-the-Ad in Leveraging Event SponsorshipsJournal of Sport Management, 10
S. Hong, Sung-Un Yang (2011)
Public Engagement in Supportive Communication Behaviors toward an Organization: Effects of Relational Satisfaction and Organizational Reputation in Public Relations ManagementJournal of Public Relations Research, 23
M. Drumwright (1996)
Company Advertising with a Social Dimension: The Role of Noneconomic CriteriaJournal of Marketing, 60
Tillmann Wagner, R. Lutz, Barton Weitz (2009)
Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility PerceptionsJournal of Marketing, 73
S. Milgram (1963)
BEHAVIORAL STUDY OF OBEDIENCE.Journal of abnormal psychology, 67
Michael Cole, Frank Walter, H. Bruch (2008)
Affective mechanisms linking dysfunctional behavior to performance in work teams: a moderated mediation study.The Journal of applied psychology, 93 5
D. Carlston, John Skowronski, C. Sparks (1995)
Savings in relearning: II. On the formation of behavior-based trait associations and inferences.Journal of personality and social psychology, 69 3
B. Wojciszke, Róża Bazińska, Marcin Jaworski (1998)
On the Dominance of Moral Categories in Impression FormationPersonality and Social Psychology Bulletin, 24
Sonya Grier, M. Forehand (2002)
When Is Honesty The Best Policy? The Effect of Stated Company Intent on Consumer Skepticism
P. Ellen, Deborah Webb, Lois Mohr (2006)
Building corporate associations: Consumer attributions for corporate socially responsible programsJournal of the Academy of Marketing Science, 34
Shuili Du, C. Bhattacharya (2010)
Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR CommunicationIO: Firm Structure
T. Brown, Peter Dacin (1997)
The Company and the Product: Corporate Associations and Consumer Product Responses:Journal of Marketing, 61
S. Fein, J. Hilton, Dale Miller (1990)
Suspicion of ulterior motivation and the correspondence bias.Journal of personality and social psychology, 58 5
Barbara Lafferty (2009)
Selecting the right cause partners for the right reasons: The role of importance and fit in cause‐brand alliancesPsychology & Marketing, 26
Lisa Szykman, P. Bloom, Jennifer Blazing (2004)
Does Corporate Sponsorship of a Socially-Oriented Message Make a Difference? An Investigation of the Effects of Sponsorship Identity on Responses to an Anti-Drinking and Driving MessageJournal of Consumer Psychology, 14
E. Pomerantz, S. Chaiken, Rosalind Tordesillas (1995)
Attitude strength and resistance processes.Journal of personality and social psychology, 69 3
G. Ford, D. Smith, John Swasy (1990)
Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of InformationJournal of Consumer Research, 16
S. Benn, L. Todd, J. Pendleton (2010)
Public Relations Leadership in Corporate Social ResponsibilityJournal of Business Ethics, 96
A. Todorov, J. Uleman (2004)
The person reference process in spontaneous trait inferences.Journal of personality and social psychology, 87 4
K. Shim, Sung-Un Yang (2016)
The effect of bad reputation: The occurrence of crisis, corporate social responsibility, and perceptions of hypocrisy and attitudes toward a companyPublic Relations Review, 42
C. Fombrun, M. Shanley (1990)
What's in a Name? Reputation Building and Corporate StrategyAcademy of Management Journal, 33
Karen Becker-Olsen, B. Cudmore, Ronald Hill (2006)
The impact of perceived corporate social responsibility on consumer behaviorJournal of Business Research, 59
Yeonsoo Kim, M. Ferguson (2010)
Corporate Social Responsibility: Impact of Perceived Motives and Prior Reputation on Effects of Fit of CSR Programs
Sora Kim (2011)
Transferring Effects of CSR Strategy on Consumer Responses: The Synergistic Model of Corporate Communication StrategyJournal of Public Relations Research, 23
Sankar Sen, C. Bhattacharya, Daniel Korschun (2006)
The role of corporate social responsibility in strengthening multiple stakeholder relationships: A field experimentJournal of the Academy of Marketing Science, 34
J. L'etang (1994)
Public relations and corporate social responsibility: Some issues arisingJournal of Business Ethics, 13
K. Gwinner (1997)
A model of image creation and image transfer in event sponsorshipInternational Marketing Review, 14
G. Prendergast, D. Poon, Douglas West (2010)
Match GameJournal of Advertising Research, 50
D. Dean (2003)
CONSUMER PERCEPTION OF CORPORATE DONATIONS Effects of Company Reputation for Social Responsibility and Type of DonationJournal of Advertising, 32
The purpose of this paper is to examine how corporate reputation interacts with corporate social responsibility (CSR) fit and affects stakeholders’ skeptical attribution (SA) of CSR motives, as well as their attitudes, supportive communication intent and purchase intent. This study proposes that a high-fit CSR program does not necessarily engender more favorable outcomes, nor does it stimulate SA. The study proposes the effects of CSR fit differ by corporate reputation. For bad-reputation companies, low-fit is anticipated to generate more desirable CSR outcomes than high-fit initiatives.Design/methodology/approachTwo experiments were conducted. The first experiment employed a randomized 2 (CSR fit: high fit vs low fit) × 2 (good reputation vs bad reputation) × 2 (Industry: food retailing and insurance) full factorial design to examine the suggested hypotheses. The second study employed a randomized 2 (CSR fit: high fit vs low fit) × 2 (good reputation vs bad reputation) full factorial design with consumer samples to replicate the conceptual relationships among variables in the first study.FindingsWhile reputation plays a dominant role in influencing stakeholders’ CSR-related responses across both CSR fit situations, a SA partially mediates the relationship between reputation and stakeholder reactions. CSR fit interacts with reputation, and influences the partial mediation process through SA; under a bad reputation condition, low-fit CSR engenders less SA and results in better stakeholder reactions. A similar tendency was found with supportive communication intent and purchase intent. High-fit CSR initiatives by a negative reputation company engendered the weakest supportive intent and purchase intent. For a reputable company, across both CSR fits, respondents displayed generally very positive attitudes toward, greater intent to support, and intent to purchase from the company.Originality/valueThe study findings provide useful and empirically supported logical explanations of why high-fit CSR programs sometimes cause backlash effects, despite the general consensus that such initiatives generate positive outcomes. This study offers an alternative and more relevant perspective to conceptualize the complexity of anticipating CSR outcomes.
Corporate Communications An International Journal – Emerald Publishing
Published: Jul 31, 2019
Keywords: CSR; Reputation; Fit; CSR outcomes; Reverse image transfer
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.