Digging deep? Digging more? A research on the influence of corporate CSR theme consistency strategy

• Published in: Journal of contemporary marketing science 2018-11, Vol.1 (1), p.76-93
• Main Authors: Zhang, Yang, Wang, Xuhui, Shen, Yingying
• Format: Article
• Language: English
• Subjects: Associations; Brand loyalty; Consumer attitudes; Consumers; Halo effect; Purchase intention; Social responsibility
• ISSN: 2516-7480; 2516-7480
• DOI: 10.1108/JCMARS-07-2018-0005

Purpose As the focal point of both academic studies and business practices, the theme strategy of corporate social responsibility (CSR) arouses wide attention. However, extant studies concentrate more on the selection of the theme of CSR activities, such as the fitness between CSR activities and the core business, thus largely neglecting the consistency of the theme. The purpose of this paper is to determine whether the enterprise should adopt a consistent theme strategy or should participate in different social programs, and how do customers response to the lack of studies in different theme-consistent strategies. Design/methodology/approach In this paper, two progressive experiments are performed. The purpose of study 1 is to examine the influence of theme consistency on consumers’ CSR association and how consumers’ attribution to corporation motivation mediates such impacts. The purpose for study 2 is to examine whether information dissemination channels and cooperation with public organization could affect the influence of theme consistency strategy. Findings The significant influences of theme consistency on consumer CSR association was demonstrated, and consumer’s perceived motivation of CSR was found to play the mediation role. Moreover, the moderation effect of the communication channel of CSR information was found to be important to strengthen the influence of the theme-consistent strategy. Originality/value This paper not only demonstrates the influence of theme consistency, but also explains how theme consistency influences consumers’ attitude and behavior. It enriches the study on the antecedent variables of consumers’ attribution to corporate motivation.