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Presentation
Antecedents of Consumer Perceptions of “Good” Corporate Behavior
International Conference of Corporate Accountability (2007)
  • 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.
Keywords
  • cause-related marketing,
  • cause-brand alliances
Disciplines
Publication Date
2007
Citation Information
Carrie S Trimble and Nora J Rifon. "Antecedents of Consumer Perceptions of “Good” Corporate Behavior" International Conference of Corporate Accountability (2007)
Available at: http://works.bepress.com/carrie_trimble/8/