Doing Good Does Good? Sustainable Marketing of CSR and Consumer Evaluations
ABSTRACT This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives – sponsorship, cause‐related marketing, and philanthropy – on consumer evaluations with the moderating effect of psychological distance (social distance and spat...
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| Published in | Corporate social-responsibility and environmental management Vol. 20; no. 1; pp. 15 - 28 |
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| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Chichester, UK
John Wiley & Sons, Ltd
01.01.2013
Wiley Wiley Periodicals Inc |
| Subjects | |
| Online Access | Get full text |
| ISSN | 1535-3958 1535-3966 |
| DOI | 10.1002/csr.294 |
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| Abstract | ABSTRACT
This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives – sponsorship, cause‐related marketing, and philanthropy – on consumer evaluations with the moderating effect of psychological distance (social distance and spatial distance). Four hundred and eighty subjects participated in a 3x2x2 between‐subjects factorial design experiment. The results of the analyses were significant and in the direction hypothesized. Philanthropy was found to have a stronger effect on consumer evaluations, followed by sponsorship and cause‐related marketing. However, the relationship between CSR initiatives and consumer evaluations was significantly stronger when consumers perceived the focal brand with low social distance as well as the cause with low spatial distance. The findings thus provide support for the importance of psychological distance in moderating CSR initiatives. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment. |
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| AbstractList | ABSTRACT
This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives – sponsorship, cause‐related marketing, and philanthropy – on consumer evaluations with the moderating effect of psychological distance (social distance and spatial distance). Four hundred and eighty subjects participated in a 3x2x2 between‐subjects factorial design experiment. The results of the analyses were significant and in the direction hypothesized. Philanthropy was found to have a stronger effect on consumer evaluations, followed by sponsorship and cause‐related marketing. However, the relationship between CSR initiatives and consumer evaluations was significantly stronger when consumers perceived the focal brand with low social distance as well as the cause with low spatial distance. The findings thus provide support for the importance of psychological distance in moderating CSR initiatives. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment. This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives – sponsorship, cause‐related marketing, and philanthropy – on consumer evaluations with the moderating effect of psychological distance (social distance and spatial distance). Four hundred and eighty subjects participated in a 3x2x2 between‐subjects factorial design experiment. The results of the analyses were significant and in the direction hypothesized. Philanthropy was found to have a stronger effect on consumer evaluations, followed by sponsorship and cause‐related marketing. However, the relationship between CSR initiatives and consumer evaluations was significantly stronger when consumers perceived the focal brand with low social distance as well as the cause with low spatial distance. The findings thus provide support for the importance of psychological distance in moderating CSR initiatives. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment. This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives -- sponsorship, cause-related marketing, and philanthropy -- on consumer evaluations with the moderating effect of psychological distance (social distance and spatial distance). Four hundred and eighty subjects participated in a 3x2x2 between-subjects factorial design experiment. The results of the analyses were significant and in the direction hypothesized. Philanthropy was found to have a stronger effect on consumer evaluations, followed by sponsorship and cause-related marketing. However, the relationship between CSR initiatives and consumer evaluations was significantly stronger when consumers perceived the focal brand with low social distance as well as the cause with low spatial distance. The findings thus provide support for the importance of psychological distance in moderating CSR initiatives. [PUBLICATION ABSTRACT] |
| Author | Ding, May-Ching Wu, Kuang-Wen Lii, Yuan-Shuh |
| Author_xml | – sequence: 1 givenname: Yuan-Shuh surname: Lii fullname: Lii, Yuan-Shuh organization: Department of Marketing, Feng Chia University – sequence: 2 givenname: Kuang-Wen surname: Wu fullname: Wu, Kuang-Wen organization: Department of International Trade, Feng Chia University – sequence: 3 givenname: May-Ching surname: Ding fullname: Ding, May-Ching email: vian0520@yahoo.com.tw organization: Department of Marketing, Feng Chia University |
| BackLink | http://www.econis.eu/PPNSET?PPN=737958464$$DView this record in ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften |
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This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives – sponsorship,... This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives – sponsorship, cause‐related... This study focuses on the effect of the sustainable marketing of three types of corporate social responsibility (CSR) initiatives -- sponsorship, cause-related... |
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| SubjectTerms | Alliances cause-related marketing corporate social responsibility Factorial experiments Impact analysis Marketing philanthropy psychological distance social distance Social responsibility sponsorship Studies sustainable marketing |
| Title | Doing Good Does Good? Sustainable Marketing of CSR and Consumer Evaluations |
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