Brand attachment importance to corporate social responsibility causes adherence

• Autor(a) principal: Kamiya, Annaysa Salvador Muniz
• Data de Publicação: 2018
• Outros Autores: Hernandez, José Mauro da Costa, Xavier, Agnne Karoline S., Ramos, Débora Beserra
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Revista de Administração de Empresas
• DOI: 10.1590/S0034-759020180605
• Texto Completo: https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/77592
• topic: Corporate social responsibility; brand attachment; attitude toward the cause; brand-cause congruence; experiment; Responsabilidad social corporativa; apego a la marca; actitud en relación a la causa; congruencia marca-causa; experimento; Responsabilidade social corporativa; apego à marca; atitude em relação à causa; congruência marca-causa; experimento

This study examines the joint effect of brand-cause congruence, brand attachment, and attitude toward corpo­rate social responsibility (CSR) on the intention of consumers to adhere to causes sponsored by a brand. The results of two experiments suggest that when consumer attitude toward such causes is less positive and atta­chment to the brand is low, the intention to adhere to a CSR cause is greater when the brand is congruent to the cause than when it is incongruent; if consumer brand attachment is high, the intention to adhere to the cause is the same, regardless of brand-cause congruence. On the other hand, if consumer attitude toward the cause is more positive, brand attachment does not moderate the effect of brand-cause congruence on the intention to adhere to the cause. The perception of persuasive intent mediates the influence of brand-cause congruence on the intention to adhere for consumers with low brand attachment, but not for those with high brand attachment.