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This study aims to evaluate the impact of perceived cause- related marketing (perceived-CRM) on the repurchase intention (CRIN). Besides, brand image (BIMA) and customer satisfaction (CSAT) connect this relationship as mediating variables. Especially, the role of perceived corporate social responsibility (perceived-CSR) contributed to this nexus between perceived-CRM and BIMA, perceived-CRM and CSAT in emerging economies.

The paper follows a quantitative approach. Based on a comprehensive literature review on perceived-CSR, perceived-CRM , BIMA, CSAT and repurchase intention, the authors evaluate the impact of those constructs on repurchase intention in an emerging market. The study sample was composed of 395 responses covering customers of consumer goods. The study uses the Smart PLS-SEM version 3.3.2 to analyze the data.

The findings revealed significant contributions to the extant CRM literature in some ways. This study's outcomes contribute to extending the existing literature on CRM and CSR. Specifically, the extension focuses on the mediating and moderating effects of BIMA, CSAT and perceived-CSR, respectively, in the relationship between perceived-CRM and CRIN. Moreover, the novelty of this study lies in providing a new approach to the influence of perceived-CRM on CRIN, with the mediating of BIMA, CSAT and moderating effects perceived-CSR integrated into a conceptual model.

From a management perspective, the contribution of this study plays a very important role in strategic planning to enhance competitive advantage and improve business performance on a sustainable basis. This sustainability is founded on an insight into how changes in contextual factors affect the perception and consumer behavior of millennials in fast-moving consumer goods (FMCG) market, especially in a context of Covid-19 global crisis. It is important to emphasize that genuineness and transparency in all activities and communications are a prerequisite in today's sensitive context. The application of acquired insight into practice will help businesses operating in the consumer sector improve brand reputation and CSAT. As a result, this leads to enhanced competitive advantage of the business in the market, improved market performance and ultimately to an improvement in the overall performance of the enterprise.

This is the first study that explores the moderating role of perceived CSR on the nexus between perceived-CRM with brand image (BIMA) and CSAT to the best of our knowledge. Besides, the study also discovers the mediating role of BIMA and CSAT between perceived-CRM and repurchase-intention in an emerging economy. Findings in this study provided additional evidence to the increasingly important roles of perceived-CRM and perceived-CSR in creating win-win relationships with customers, aiming to solve specific social causes jointly. Further, the perceived-CRM and perceived-CSR mechanisms help businesses enhance their intangible assets and competitive advantages through enhanced BIMA and stronger CRIN. In the current context, the business environment is changing rapidly due to many factors that lead to increased competition at a global level. Therefore, improving competitive advantage is a mandatory condition for businesses to survive and develop sustainably.

Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.

Data were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.

The three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.

The findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.

This study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.

The purpose of this paper is to present and test a conceptual model for understanding consumer responses to cause related voucher schemes (CRVS), considering the initiatives of two UK-based grocery retailers (Tesco and Morrisons).

The conceptual model incorporates six theoretically derived exogenous constructs, i.e. status of the cause, company-cause fit, personal involvement with the cause, attitudes to the company, perceived sincerity of the company and perceived ubiquity. These are hypothesized to influence consumer responses to three primary endogenous variables: interest in the company, favourability of attitudes to the company and use (impact on purchasing intentions). The model is tested using survey data (n=401) collected in two UK cities.

All but two of the hypothesized path relationships were confirmed and the percentage of explained variance for the primary endogenous variables compares well against previous models. Attitudes to the company, perceived ubiquity and favourability were identified as significant predictors of behavioural intentions (use).

In selecting a cause, managers need to think carefully about the status of the cause, its degree of fit with the company and how to build personal involvement. CRVS initiatives should be focused, with consistency in communication. If a company suffers from negative consumer attitudes, a CRVS alone is unlikely to turn around their business performance.

The paper represents the first academic assessment of consumer responses to CRVS, introducing and validating a conceptual model.

The purpose of this study is to examine the extent to which a cause-brand alliance (CBA) leads to improved attitude toward cause-brand alliance, which in turn leads to improved brand identification.

The approach uses a 2 × 2 × 2 between-subjects experimental design to examine the interaction effect of the brand ally, the non-profit ally, and the perception of cause controversy on a customer’s attitude toward the CBA, which in turn affects identification with the brand ally.

On average, customers’ perception of cause controversy influences attitude toward the CBA and subsequently the level of identification with the brand ally. When a non-profit organization is connected to a controversial issue, managerial options for building a successful CBA are more limited than when the non-profit is noncontroversial.

We contribute to consumer learning theory in the context of CBA research by identifying an important boundary condition – perceived cause controversy. Perceived cause controversy impedes the customer’s learning about partners in CBA. Moreover, fit and cue consistency are separate constructs.

CBAs help build customer brand identification. Brand managers must include the customer’s perceived cause controversy, the ally’s unique information, and the customer’s attitude toward the nonprofit in the decision calculus. Brands have an opportunity to demonstrate corporate social responsibility and build identification by helping a less well-established nonprofit to build positive customer attitudes. If the non-profit is linked to controversy, this opportunity is constrained.

A boundary condition-perceived cause controversy influences how the partners in a CBA differentially influence the customer’s attitude toward the CBA and, ultimately, brand identification.

This study tests a research model for promoting understanding of the responsibility attribution process.

A between-subjects experiment was conducted to test the hypotheses.

The results reveal that counterfactual thinking about how a system failure could have been prevented moderates the effect of cause of misstatement on perceived control. Counterfactual thinking about how an audit failure could have been avoided also moderates the effect of perceived control on causal account. Additionally, causal account mediates the effect of perceived control on responsibility judgment of an audit firm. Inclusion of audit firm size and auditor systems competency as control variables in the hypothesis tests and as grouping variables in the invariance tests does not alter the model results.

Research can guide the audit profession on development of innovative strategies for detecting fraud to protect the interests of decision-makers. Strategies can also be devised to prompt users to consider relevant factors to enhance their ability to arrive at an accurate assessment of an audit firm’s responsibility for an audit failure.

Regulators may need to address whether availability of advanced data analytic tools increases the audit firms’ responsibility for presenting convincing evidence suggesting due diligence in the audit work in the event of an audit failure.

This study examines the process variables influencing responsibility judgment of an audit firm. Elicitation of counterfactual thoughts before the participants responded to the questions measuring the process and dependent variables facilitates discernment of the intensity of counterfactual thinking on the variables examined in the research model.

This paper aims to propose a method for dynamic product perceived quality analysis using social media data and to achieve a macro–micro combination analysis. The method enables the prioritization of perceived quality attributes and provides perception causes.

To rationalize the macro–micro combination, ANOVA and multiple linear regression were used to identify the main factors affecting perceived quality which served as the combination basis; by using the combination basis for consumer segmentation, macro-knowledge (i.e. attribute importance and quality category of the attribute) is achieved by term frequency-inverse document frequency (TF-IDF)-based attribute importance calculation and KANO-based attribute classification, which is combined with micro-quality diagnostic information (i.e. perceived quality, perception causes and quality parameters). Further, dynamic perception Importance-Performance Analysis (IPA) is built to present the attribute priority and perception causes.

The framework was validated by the new energy vehicle (NEV) data of Autohome. The results show that price and purchase purpose are the most influential factors of perceived quality and that dynamic perception IPA can effectively prioritize attributes and mine perception causes.

This is one of the first studies to analyze dynamic perceived quality using social media data, which contributes to the research on perceived quality. The paper also contributes by achieving a combined macro–micro analysis of perceived quality. The method rationalizes the macro–micro combination by identifying the factors influencing perceived quality, which provides ideas for other studies using social media data.

The purpose of this paper is to validate a proposed framework of library value as the relationships between diverse stakeholders’ perceptions of valued effect of a library and of causes for the effect. It does so through adaptation of the “five whys” inquiry, a tool for uncovering root causes used extensively for process improvement. A “library value wheel” graphically illustrates a diverse set of stakeholders (i.e. faculty, students, university administrators, librarians, donors, and library employees) and their perceptions of the most valued effects of the library. To begin this exploration the researchers have selected faculty as the initial stakeholder to study because of their important influence in the academy. The following research questions guide the study: What effects of the library do faculty most value? What are perceived causes of these valued effects? What effects of the library do faculty perceive other stakeholders [e.g. students and administrators] most value? What variations among the causes faculty identify for valued effects emerge from use of the five why inquiry?

This qualitative study consists of a series of individual and group interviews with faculty members representing different academic disciplines and rank at one US university. Adapting the “five whys” inquiry, the researchers conducted sufficient individual interviews to reach data saturation (typically 15 to 30 interviews) to identify root causes that address perceptions about value the academic library provides to faculty. The interviews were audio taped and transcribed for data analysis; the results were sent to the interviewees for a member check. In addition, the results of the analysis were validated in a focus group session with faculty members of the library advisory group. Lastly, the identified valued library effects and their causes were compared to elements of value identified in the literature.

Several root causes of perceived value were identified, with caution to generalize; among these are: increase my productivity; expand student ability; do my job; save money; indulge intellectual curiosity; not feel frustrated; meet accreditation criteria; and change the University.

The study emphasizes that value involves the stakeholders in the identification of the valued effect of the library. The “five whys” inquiry delves deeply and arrives at a root cause of value that will allow librarians to take steps to maximize an institutional perception that of the value the library provides its community. It is often difficult for stakeholders to articulate why the library is or is not of value and this approach will help them do so. In addition to eliciting the perceived value of the library to the faculty, the study also gathered faculty perceptions of causes of valued library effect on students and administrators. The study also introduced the “library value wheel” which broadly defines the causes of valued effects on stakeholders of libraries. The study's empirical data will be integrated into this framework in subsequent studies. Since value is a political tool, involving the faculty and focusing on their perceptions will be important for advocating library support. This study will communicate to librarians reasons faculty perceive the library to be of value. In essence, this approach partners influential stakeholders with librarians to develop strategies for maximizing the value of the library.

Building on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the effects of cause familiarity on individuals' attitudes toward a brand and how cause–brand fit mediates this relationship. Furthermore, this study explores how perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand.

A quantitative research design was adopted. Data collection was performed through snowball sampling of French and Turkish participants (N = 455). The collected data were then analyzed using the PROCESS macro for SPSS.

The results reveal a significant effect of cause familiarity on attitude toward the brand, wherein one's attitude toward fit in a cause–brand alliance serves as a mediator in this relationship. The results also indicate that perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand. However, when it comes to facing a global pandemic, culture has no significant effect on consumers' perceptions and attitudes toward cause–brand alliances.

This research investigates the enhancement of attitudes toward a brand through an alliance with a familiar cause and explains this relationship via attitudes toward fit in such an alliance. Moreover, it provides novel insights into perceived betrayal as a variable that can lead to a more pronounced relationship between attitude toward fit and attitude toward a brand.

This study aims to investigate consumer responses to cause-related marketing (CRM) implemented by socially stigmatized industries, especially in fast food restaurants.

This experimental study uses a 2 (degree of perceived fit) × 2 (complementary fit) × 2 (brand equity) between-subjects design.

Results show significant interaction effects between the degree of fit and brand equity and complementary fit and brand equity on consumers’ brand evaluation. When a company with high brand equity chooses a high fit (vs low fit) or complementary fit (vs non-complimentary fit) for CRM promotion, this leads to consumers’ more positive attitude and higher intent to participate in CRM promotion.

This study provides practical implications for designing effective CRM promotion in the stigmatized industry such as fast food restaurants and casino.

Given the increased demand on CRM in the hospitality industry, the paper contributes to extend the realm of CRM literatures by investigating antecedents affecting consumers’ responses toward the CRM in the stigmatized companies or brands.

The purpose of this paper is to examine how reference to a rival or favorite sports team within cause-related sports marketing (CRSM) campaigns affects fans’ intentions to support the cause. The purpose of the studies is to assess the perils of featuring a specific team in league-wide activations of cause-related marketing.

The research comprises three experiments. Study 1 employs CRSM advertising to test fans’ responses when rival or hometown team imagery is featured by Major League Baseball (MLB). Studies 2 and 3 utilize a press release to activate a cause partnership in MLB and the National Basketball Association (NBA) and assess the potential influence of team involvement and schadenfreude toward the rival team.

Contrary to previous research, results demonstrate that rival team presence in league-wide activation can reduce intentions to support the cause effort across both leagues, but not in all circumstances. The influence of rival team exposure on perceived sincerity is moderated by team involvement with the cause in MLB, but not the NBA. However, sincerity consistently enhances cause support across all studies. While conditional effects of schadenfreude are noted, it is not a significant moderator of cause support.

This research exposes the nuance of league-wide CRSM activations. Specifically, the rival team effect on perceived sincerity seems to be league dependent, and subject to team involvement with the cause. Moreover, these results are limited to the leagues studied.

League administrators and their cause-related partners should exercise due diligence when promoting their affiliation using specific teams and levels of involvement with the cause.

These studies produce results that differ from the limited prior research within the domain of league-wide CRSM, and therefore advance the conversation regarding how best to activate such campaigns.