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The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

Department of Economics and Management, Faculty of Social Sciences, The John Paul II Catholic University of Lublin, al. Racławickie 14, 20-950 Lublin, Poland
Sustainability 2017, 9(6), 1016; https://doi.org/10.3390/su9061016
Received: 8 March 2017 / Revised: 24 May 2017 / Accepted: 8 June 2017 / Published: 13 June 2017
(This article belongs to the Section Economic and Business Aspects of Sustainability)
The marketing literature suggests that company-cause fit is of key importance to developing a successful socially responsible initiative. However, controversy exists regarding the level of this fit. While some studies report that high fit between a company and a cause has beneficial effects on consumer responses to such efforts, other research identifies negative impacts. This paper aims to obtain a deeper insight into this issue by examining the moderating role of company involvement in a cause. A meta-analysis of 51 experimental studies, yielding a total sample size of 11,335 subjects, shows that company-cause fit influences consumer responses to CSR initiatives most positively when a company with a positive reputation is highly involved in a cause, that is, when the company donates at least products. If such a company provides its beneficiary with only monetary contributions (i.e., low involvement), the effects of fit are significantly less influential. View Full-Text
Keywords: company-cause fit; company involvement; corporate social responsibility; meta-analysis; consumer responses to CSR company-cause fit; company involvement; corporate social responsibility; meta-analysis; consumer responses to CSR
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Zasuwa, G. The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review. Sustainability 2017, 9, 1016.

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