Skip to main content
Log in

Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image

  • Published:
Journal of Business Ethics Aims and scope Submit manuscript

Abstract

This research extends previous findings related to the positive influence of company credibility on a social Cause–Brand Alliance’s (CBA) persuasion mechanism. This study analyzes the mediating role of two dimensions of company credibility (trustworthiness and expertise) with regard to the influence of altruistic attributions and two types of brand–cause fit (functional and image fit) on corporate social responsibility image. A structural equation model tests the proposed framework with a sample of 299 consumers, and the results suggest that (1) image fit and altruistic attribution are cues that consumers use to evaluate company trustworthiness when linking to a social cause; (2) functional fit significantly influences perceived company expertise but not trustworthiness; and (3) trustworthiness has more weight than expertise in judgments about corporate social responsibility.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Aaker, D. (2005), Strategic Market Management (7th ed.). John Wiley, New York.

    Google Scholar 

  • Aaker, D. and Brown, P. (1972), “Evaluating vehicle source effects”, Journal of Advertising Research 12(4), 11-16.

    Google Scholar 

  • Aaker, D. and Keller, K. (1990), “Consumer evaluations of brand extensions”, Journal of Marketing 54(1), 27-42.

    Article  Google Scholar 

  • Anderson, J. and Gerbing, D. (1988), “The use of pledges to build and sustain commitment in distribution channels: a review and recommended two-step approach”, Psychological Bulletin 103, 411-423.

    Article  Google Scholar 

  • Bagozzi, R. and Yi, J. (1988), “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science 16(2), 74-94.

    Article  Google Scholar 

  • Barone, M., A. Miyazaki and 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(2), 248–262.

    Google Scholar 

  • Barone, M., Norman, A. and Miyazaki, A. (2007), “Consumer response to retailer use of cause-related marketing: is more fit better?”, Journal of Retailing 83(4), 437-445.

    Article  Google Scholar 

  • Basil, D. Z. and Herr, P. M. (2006), “Attitudinal balance and Cause-Related Marketing: An empirical application of balance theory”, Journal of Consumer Psychology, 15(4), 391-403.

    Article  Google Scholar 

  • Batra, R. and Ray, M. (1986), “Affective responses mediating acceptance of advertising”, Journal of Consumer Research 13(September), 234-249.

    Article  Google Scholar 

  • Becker-Olsen, K., Cudmore, A. and Hill, R (2006), “The impact of perceived corporate social responsibility on consumer behaviour”, Journal of Business Research 59(1), 46-53.

    Article  Google Scholar 

  • Bentler P (2005) EQS 6: Structural Equation Program Manual. Multivariate software: Encino CA.

    Google Scholar 

  • Bentler, P. and Bonnet, D. (1980), “Significance tests and goodness of fit in the analysis of covariance structures”, Psychological Bulletin 88, 588-606.

    Article  Google Scholar 

  • Berger, I., Cunningham, P. and Kozinets, R. (1999), “Consumer persuasion through cause-related advertising”, Advances in Consumer Research 26, 491-497.

    Google Scholar 

  • Boxenbaum, E. (2006), “Corporate social responsibility as institutional hybrids”, Journal of Business Strategies 23(1), 45-63.

    Google Scholar 

  • Brammer, S. and Millington, A. (2006), “Firm size, organizational visibility and corporate philanthropy: an empirical analysis”, Business Ethics: A European Review 15(1), 6-18.

    Article  Google Scholar 

  • BSR/Cone: 2008, Corporate Responsibility in a New World Survey, Business for Social Responsibility (BSR) and Cone LLC, http://www.bsr.org/files/BSR_Cone_2008_Survey.pdf. Accessed 24 November 2009

  • Buhl, L. (1996), “The ethical framework of corporate philanthropy”, in Burlingame, D. and Young, D. (Eds.), Corporate philanthropy at the crossroads, Indiana University Press, Bloomington, 23-129.

    Google Scholar 

  • Carroll, A. (1979), “A three-dimensional conceptual model of corporate social performance”, Academy of Management Review, 4, 497-505.

    Article  Google Scholar 

  • Chaiken, S. (1980), “Heuristic versus systematic information processing and the use of source versus message cues in persuasion”, Journal of Personality and Social Psychology, 39, 752-766.

    Article  Google Scholar 

  • Chou, C., Bentler, P., Satorra, A. (1991), “Scaled test statistics and robust standard errors for non-normal data in covariance structure analysis: a Monte Carlo study”, The British Journal of Mathematical and Statistical Psychology 44(2), 347-357.

    Google Scholar 

  • Cornwell, T. B., Weeks and C. Roy, D. (2005),”Sponsorship-linked marketing: opening the blackbox”, Journal of Advertising, 34(2), 23-45.

    Google Scholar 

  • Cui, Y., Trent, E., Sullivan, P. and Matiru, G. (2003), “Cause-related marketing: how generation Y responds”, International Journal of Retail and Distribution Management 31(6), 310-320.

    Article  Google Scholar 

  • Dean, D. (2002), “Associating the corporation with a charitable event trough sponsorship: measuring the effects on corporate community relations”, Journal of Advertising 31(4), 77-87.

    Google Scholar 

  • Dean, D. (2003), “Consumer perceptions of corporate donations: effects of company reputation for social responsibility and type of donation”, Journal of Advertising 32(4), 91-102.

    Google Scholar 

  • Drumwright, M. (1996), “Company advertising with a social dimension: the role of noneconomic criteria”, Journal of Marketing 60(4), 71-87.

    Article  Google Scholar 

  • Du, S., Bhattacharya, C. B. and Sen, S. (2007), “Reaping relational rewards from corporate social responsibility: the role of competitive positioning”, International Journal of Research in Marketing 24(3), 224-241.

    Article  Google Scholar 

  • Dutton, J., Dukerich, J. and Harquail, C. (1994), “Organizational images and member identification”, Administrative Science Quarterly 39(2), 239-263.

    Article  Google Scholar 

  • Ellen, P., Mohr, L, and Webb, D. (2000), “Charitable programs and the retailer: do they mix?”, Journal of Retailing 76(3), 393-406.

    Article  Google Scholar 

  • Ellen, P., Webb, D. and Mohr, L. (2006), “Building Corporate associations: consumer attributions for corporate socially responsible programs”, Journal of the Academy of Marketing Science 34(2), 147-157.

    Article  Google Scholar 

  • Erdem, T. and Swait, J. (1998), “Brand equity as a signalling phenomenon”, Journal of Consumer Psychology 7(2), 131-157.

    Article  Google Scholar 

  • Erdem, T. and Swait, J. (2004), “Brand credibility, brand consideration and choice”, Journal of Consumer Research 31(1), 191-198.

    Article  Google Scholar 

  • Erdem, T. and Swait, J. and Valenzuela, A. (2006), “Brands as signals: a cross-country validation study”, Journal of Marketing 70(January), 34-49.

    Article  Google Scholar 

  • Feldman, J. and Lynch, J. (1988), “Self-generated validity and other effects of measurement on belief, attitude, intention, and behaviour”, Journal of Applied Psychology 73(3), 421-435.

    Article  Google Scholar 

  • Folkes, V. (1988), “Recent attribution research in consumer behavior: a review and new directions”, Journal of Consumer Research 14(March), 548-565.

    Article  Google Scholar 

  • Forehand, M. and Grier, S. (2003), “When is honesty the best policy? The effect of stated company intent on consumer skepticism”, Journal of Consumer Psychology 13(3), 349-356.

    Article  Google Scholar 

  • Fornell, C. and Larcker, D. (1981), “Evaluating structural equations models with unobservable variables and measurement error”, Journal of Marketing Research 18, 39-50.

    Article  Google Scholar 

  • Freestone, O. and McGoldrick, P. (2008), “Motivations of the ethical consumer”, Journal of Business Ethics, 79(4), 445-467.

    Article  Google Scholar 

  • Friestad, M. and Wright, P. (1994), “The persuasion knowledge model: how people cope with persuasion attempts”, Journal of Consumer Research 21(1), 1-31.

    Article  Google Scholar 

  • Goldberg, M. and Hartwick, J. (1990), “The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness”, Journal of Consumer Research 17(2), 172-179.

    Article  Google Scholar 

  • Goldsmith, R., Lafferty, B. and Newell, S. (2000), “The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands”, Journal of Advertising 29(3), 43-54.

    Google Scholar 

  • Graafland, J. and van den Ven, B. (2006), “Strategic and moral motivation for Corporate Social Responsibility”, The Journal of Corporate Citizenship, 22, 111-123.

    Google Scholar 

  • Gupta, S. and Pirsch, J. (2006), “The company-cause-customer fit decision in cause-related marketing”, Journal of Consumer Marketing 23(6), 314-326.

    Article  Google Scholar 

  • Gwinner, K. (1997), “A model of image creation and image transfer in event sponsorship”, International Marketing Review 14(3), 145-158.

    Article  Google Scholar 

  • Gwinner, K. and Eaton, J. (1999), “Building brand image through event sponsorship: the role of image transfer”, Journal of Advertising 28(4), 47-57.

    Google Scholar 

  • Hair J, Black W, Babin B, Anderson R, Tatham R (2005) Multivariate Data Analysis. Prentice Hall: New Jersey.

    Google Scholar 

  • Heider, F. (1958), The psychology of interpersonal relations, John Wiley & Sons, New York.

    Book  Google Scholar 

  • Hoeffler, S. and Keller, K (2002), “Building brand equity through corporate societal marketing”, Journal of Public Policy & Marketing 21(1), 78-89.

    Article  Google Scholar 

  • Hovland, C., Janis, I. and Kelley, H. (1953), Communication and Persuasion. Psychological Studies of Opinion Change. Yale University Press, New Haven.

    Google Scholar 

  • Hu, L., Bentler, P. and Kano, Y. (1992), “Can test statistics in covariance structure analysis be trusted?”, Psychological Bulletin 112, 351-362.

    Article  Google Scholar 

  • Hunt. S. and Vitell, S. (1986), “A general theory of marketing ethics”, Journal of Macromarketing, 6(Spring), 5-15.

    Article  Google Scholar 

  • Hunt. S. and Vitell, S. (2006), “The general theory of marketing ethics: A revision and three questions”, Journal of Macromarketing, 26(December), 1-11.

    Google Scholar 

  • Keim, G. (1978), “Corporate social responsibility: an assessment of the enlightened self-interest model”, Academy of Management Journal, 3(1), 32-39.

    Article  Google Scholar 

  • Keller, K. and Aaker, D. (1992), “The effects of sequential introduction of brand extensions”, Journal of Marketing Research 29(February), 35-50.

    Article  Google Scholar 

  • Kelley, H. (1973), “The process of causal attribution”, American Psychologist, 28(2), 107-128.

    Article  Google Scholar 

  • Kim, H. J., Kim, J. and Han. W. (2005), “The effects of Cause-Related Marketing on company and brand attitudes”, Seoul Journal of Business 11(2), 83-117.

    Google Scholar 

  • Klein, J. and Dawar, N. (2004), “Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis”, International Journal of Research in Marketing 21, 203–217.

    Article  Google Scholar 

  • Lafferty, B. (2007), “The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility”, Journal of Business Research 60, 447-453.

    Article  Google Scholar 

  • Lafferty, B. and Goldsmith, R. (2005), “Cause-brand alliances: does the cause help the brand or does the brand help the cause?”, Journal of Business Research 58, 423-429.

    Article  Google Scholar 

  • Lafferty, B., Goldsmith, R. and Hult, T. (2004), “The impact of the alliance on the partners: a look at cause-brand alliances”, Psychology & Marketing 21(7), 509-531.

    Article  Google Scholar 

  • L’Etang, J. (1994), “Public relations and corporate social responsibility: Some issues arising”, Journal of Business Ethics, 13(2), 111-123.

    Article  Google Scholar 

  • Lichtenstein, D., Drumwright, M. and Braig, B. (2004), “The effect of corporate social responsibility on customer donations to corporate-supported nonprofits”, Journal of Marketing 68(1), 16-32.

    Article  Google Scholar 

  • Maathuis, O., Rodenburg, J. and Sikkel, D. (2004), “Credibility, emotion or reason?”, Corporate Reputation Review 6(4), 333-345.

    Article  Google Scholar 

  • Maignan, I. and Ferrell, O. (2001), “Corporate citizenship as a marketing instrument: concept, evidence and research directions”, European Journal of Marketing, 35(3/4), 457-484.

    Article  Google Scholar 

  • Margolis H (1984) Selfishness, Altruism, and Rationality: A Theory of Social Choice. University of Chicago Press: Chicago.

    Google Scholar 

  • Marín, L. and Ruiz, S. (2007), “I need you too! Corporate identity attractiveness for consumers and the role of social Responsibility”, Journal of Business Ethics 71, 245-260.

    Article  Google Scholar 

  • McDonald, C. (1991), “The image of sponsor”, European Journal of Marketing 25(11), 31-38.

    Article  Google Scholar 

  • McEnally, M. and de Chernatony, L. (1999), “The evolving nature of branding: consumer and managerial implications”, Academy of Marketing Science Review 6, 5-16.

    Google Scholar 

  • McGuire, W. (1985). Attitudes and attitude change. In: Lindzey, G., and Aronson, E. (Eds.), The Handbook of Social Psychology, vol. II. Radon House, New York.

    Google Scholar 

  • Menon, S. and Kahn, B. (2003), “Corporate sponsorships of philanthropic activities: when do they impact perception of sponsor brand?”, Journal of Consumer Psychology 13(3), 316-327.

    Article  Google Scholar 

  • Newell, S. and Goldsmith, R. (2001), “The development of a scale to measure perceived corporate credibility”, Journal of Business Research 52, 235-247.

    Article  Google Scholar 

  • Nunnally, J. and Bernstein, I. (1994), Psychometric Theory, McGraw-Hill, New York.

    Google Scholar 

  • Ohanian, R. (1990), “Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness”, Journal of Advertising 19, 39-52.

    Google Scholar 

  • Osterhus, T. (1997), “Pro-social consumer influence strategies: when and how do they work?”, Journal of Marketing, 61(4), 16-29.

    Article  Google Scholar 

  • Petty, R., Cacioppo, J. and Schumann, D. (1983), “Central and peripheral routes to advertising effectiveness: the moderating role of involvement”, Journal of Consumer Research 10(2), 135-145.

    Article  Google Scholar 

  • Polonsky, M. and Speed, R. (2001), “Linking sponsorship and cause related marketing. Complementarities and conflicts”, European Journal of Marketing 35(11/12), 1361-1385.

    Article  Google Scholar 

  • Pracejus, J. and Olsen, D. (2004), “The role of brand/cause fit in the effectiveness of cause-related marketing campaigns”, Journal of Business Research, 57, 635-640.

    Article  Google Scholar 

  • Ptacek, J. J., and G. Salazar (1997), “Enlightened self-interest: Selling business on the benefits of cause-related marketing”, Nonprofit World, 15(4), 9-13.

    Google Scholar 

  • Rifon, N., Choi, S., Trimble, C. and Li, H. (2001), “Congruence effects in sponsorship: the mediating role of sponsor credibility and consumer attributions of sponsor motive”, Journal of Advertising 33(1), 29-42.

    Google Scholar 

  • Robin, D. and Reidenbach, E. (1987), “Social responsibility, ethics and marketing strategy: closing the gap between concept y application”, Journal of marketing, 51(1), 44-58.

    Article  Google Scholar 

  • Roy, D. and Cornwell, B. (2001), “The influence of consumer knowledge on responses to event sponsorships”, Psychology & Marketing 21(3), 185-207.

    Article  Google Scholar 

  • Rumelhart, D. (1980), “Schemata: the building blocks of cognition”, in Spiro, R., Bruce, B. and Brewer, W. (Eds.), Theoretical Issues in Reading Comprehension, Lawrence Erlbaum, Hillsdale.

    Google Scholar 

  • Satorra, A. and Bentler, P. (1994), “Corrections to test statistics and standard errors in covariance structure analysis”, in von Eye, A. and Clogg, C. (Eds.), Latent variable analysis: applications for developmental research, Sage Publications, Thousand Oaks.

    Google Scholar 

  • Sen, S. and Bhattacharya, C. B. (2001), “Does doing good always lead to doing better? Consumer reactions to corporate social responsibility”, Journal of Marketing Research 38(2), 225-243.

    Article  Google Scholar 

  • Simmons, C. and Becker-Olsen, K. (2006), “Achieving marketing objectives through social sponsorships”, Journal of Marketing 70(October), 154-169.

    Article  Google Scholar 

  • Smith, W. and M. Higgins (2000), “Cause-Related Marketing: Ethics and the Ecstatic”, Business and Society, 39(3), 304-322.

    Article  Google Scholar 

  • Sparks, J. and Y. Pan: 2009, ‘Ethical Judgements in Business Ethics Research: Definition, and Research Agenda’, Journal of Business Ethics. doi:10.1007/s10551-009-0092-2.

  • Speed, R. and Thompson, P. (2000), “Determinants of sports sponsorship response”, Journal of the Academy of Marketing Science 28(2), 226-238.

    Article  Google Scholar 

  • Strahilevitz, M. (2003), “The effects of prior impressions of a firm’s ethics on the success of a cause-related marketing campaign: Do the good look better while the bad look worse?”, Journal of Nonprofit & Public Sector Marketing 11(1), 77-92.

    Article  Google Scholar 

  • Strahilevitz, M. and Myers, J. (1998), “Donations to charity as purchase incentives: how well they work may depend on what you are trying to sell”, Journal of Consumer Research 24(4), 434-446.

    Article  Google Scholar 

  • Tajfel, H. and Turner, J. (1979), “An integrative theory of intergroup conflict”, in Austin, W. and Worchel, S. (Eds.), The Social Psychology of Intergroup Relations. Brooks/Cole, Monterrey.

    Google Scholar 

  • Till, B. and Busler, M.. (2000), “The match-up hypothesis: physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs”, Journal of Advertising 29(3), 1-13.

    Google Scholar 

  • Till, B. and Nowak, L. (2000), “Toward effective use of cause-related marketing strategies”, Journal of Product & Brand Management 9(7), 472-484.

    Article  Google Scholar 

  • Titus, P. and Bradford, J. (1996). “Reflections on consumer sophistication and its impact on ethical business practice”, Journal of Consumer Affairs, 30(1), 170-195.

    Article  Google Scholar 

  • Trimble, C. and Rifon, N. (2006), “Consumer perceptions of compatibility in cause-related marketing messages”, International Journal of Nonprofit & Voluntary Sector Marketing 11(1), 29-47.

    Article  Google Scholar 

  • Varadarajan, R. and Menon, A. (1988), “Cause-Related Marketing: a coalignment of marketing strategy and corporate philanthropy”, Journal of Marketing 52(3), 58-74.

    Article  Google Scholar 

  • Webb, D. and Mohr, L. (1998), “A typology of consumer responses to Cause-Related Marketing; from skeptics to socially concerned”, Journal of Public Policy & Marketing 17(2), 226-238.

    Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Rafael Currás Pérez.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Alcañiz, E.B., Cáceres, R.C. & Pérez, R.C. Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image. J Bus Ethics 96, 169–186 (2010). https://doi.org/10.1007/s10551-010-0461-x

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10551-010-0461-x

Keywords

Navigation