Antecedents of Consumer Perceptions of “Good” Corporate Behavior

Carrie S. Trimble, Illinois Wesleyan University
Nora J. Rifon, Michigan State University

Abstract

Over $1 billion in corporate donations were based on alliances with a social cause in 2006. Consumer evaluation of those donations as “good” corporate behavior is based on differences in individual consumers. Consume identification with a social cause and consumer expectations of corporate support of a social cause are predicted to include consumer attributions of altruistic motives. Additionally, consumer perceptions of the congruence of a cause-brand alliance is predicted to influence consumer evaluation of a cause-brand alliance. Hierarchical multiple regression is used to partial out the effects of the tested variables.