Corporate social responsibility (CSR) activities have the potential to create stronger relationships between firms and stakeholders. Although marketing researchers have studied the impacts of CSR activities on stakeholder responses, the CSR activities and outcomes measured have been varied and inconsistent. In this article we (a) review the extant literature to outline which CSR activities and outcomes have been included in previous research; (b) synthesize the means by which CSR activities can add value for consumers and how these have been represented in CSR literature, and; (c) present a research agenda for future research to allow greater consistency among CSR researchers.

How can corporate social responsibility activities create value for stakeholders? A systematic review

Purpose – Although Generation Y has been extensively examined in the popular and academic literature, there have not been any studies to date that have identified the psychographic profile of this market segment using the VALS scale. The purpose of the research presented in this paper is to provide a segment characterization of Generation Y using the VALS typology and provide insights into the media habits of this population. Design/methodology/approach – The research sample consisted of subjects from Generation Y that were drawn from a population of college students. To determine the VALS types, participants completed the VALS survey in addition to responding to questions related to demographics and media habits. Originality/value – The results contribute to the literature by providing for the first time a segmented characterization of Generation Y consumers. The research provides a detailed perspective of this important market segment and provides marketers with insights on their values, attitudes, and ...

Generation Y values and lifestyle segments

This research extends previous findings related to the positive influence of company credibility on a social Cause–Brand Alliance’s (CBA) persuasion mechanism. This study analyzes the mediating role of two dimensions of company credibility (trustworthiness and expertise) with regard to the influence of altruistic attributions and two types of brand–cause fit (functional and image fit) on corporate social responsibility image. A structural equation model tests the proposed framework with a sample of 299 consumers, and the results suggest that (1) image fit and altruistic attribution are cues that consumers use to evaluate company trustworthiness when linking to a social cause; (2) functional fit significantly influences perceived company expertise but not trustworthiness; and (3) trustworthiness has more weight than expertise in judgments about corporate social responsibility.

Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image

As part of their corporate social responsibility, many organizations practice cause-related marketing, in which organizations donate to a chosen cause with every consumer purchase. The extant literature has identified the importance of the fit between the organization and the nature of the cause in influencing corporate image, as well as the influence of a connection between the cause and consumer preferences on brand attitudes and brand choice. However, prior research has not addressed which cause composition most appeals to consumers or the impact of cause choice on corporate image. A between-subjects field experiment in the Netherlands examines the influence of three core cause attributes—cause type, cause scope, and cause acuteness—on consumers’ perceptions of corporate image. Furthermore, this experiment examines the extent to which consumer identification with the cause mediates the influence of the cause attributes on corporate image. The findings indicate that identification with the cause leads to more positive evaluations of marketing campaigns for cause type and cause scope. Also, however, our results uncover a negative direct relationship between cause scope and corporate image. Cause acuteness is only marginally influential in corporate image perceptions. By proposing and testing a comprehensive model of the influence of cause attributes on corporate image in cause-related marketing, this article provides important implications and suggests avenues for further research.

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To do well by doing good: improving corporate image through cause-related marketing

Purpose – The purpose of this paper is to argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand loyalty of this notoriously disloyal segment.Design/methodology/approach – A cohesive review of generation Y consumer literature forms the basis of theoretical propositions and a conceptual model which suggests ways to increase generation Y brand loyalty.Findings – Findings suggest that existing marketing tools such as integrated marketing communications and branding can be used in new ways to increase the perceived congruence between the generation Y consumer and the brand. This is necessary for creating a relationship with the brand leading to increased brand loyalty.Practical implications – The paper is important for marketers by indicating key focus areas for influencing brand loyalty of generation Y consumers, and tailoring loyalty programs. In addition, this paper gives marketers insight into how congruency betwee...

Encouraging brand loyalty in fickle generation Y consumers

Generation Y, children born to baby‐boomers, is widely considered to be the next big generation. Businesses are therefore struggling to find ways to capture a piece of this market. Could cause‐related marketing be the answer? Employs an experimental design to examine how college‐age Generation Y consumers respond to a cause‐related marketing (CRM) offer based on four structural elements. Also examines the potential impacts of socio‐demographic characteristics of participants. The results indicate that a CRM offer is more likely to elicit a more positive response to a disaster cause than an ongoing cause when businesses use non‐transaction‐based and long‐term/frequent support. Finds that females, social science majors, parents’ annual income and previous donation activity have significant impact on the evaluation of a CRM offer. There is a positive relationship between evaluation of a CRM offer and purchase intent toward the offer.

Cause related marketing: how generation y responds

Traditional competition across apparel store types reflects the dynamics of market positioning in practice. Previous research found that apparel related purchases accounted for over half of the money rural consumers spent out of town. Research on apparel shopping intentions according to store types helps identify to what extent different retail formats compete with each other for customers and enables rural retailers to improve their positioning strategies. Results describe apparel shopping behaviour, in rural population, relative to store type and variables influencing consumers’ shopping intentions. Factors influencing consumers’ shopping choices among different apparel retail formats are identified. Descriptive statistics indicated most apparel shoppers frequented independently owned stores and cross‐shop among retail formats. When store categories were created, data revealed that the retail format category department, discount, and chain stores attracted more customers than the other retail format categories.

Yanli Cui

Papers

Cause related marketing: how generation y responds

Rural shoppers: who gets their apparel dollars?