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.
CITATION STYLE
Kamiya, A. S. M., Hernandez, J. M. D. C., Xavier, A. K. S., & Ramos, D. B. (2018). Brand attachment importance to corporate social responsibility causes adherence. RAE Revista de Administracao de Empresas, 58(6), 564–575. https://doi.org/10.1590/S0034-759020180605
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