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8.1c The Moderating Role of Consumer CSR Knowledge on Their Response to a Company-Cause Fit: Examining the Mediating Effects of Perceived Uniqueness
Abstract
This research intends to examine the impact of consumer knowledge on their response to a company’s corporate social responsibility (CSR) initiative. Specifically, this research aims to examine the moderating role of consumer knowledge on the effect of company-cause fit on CSR outcomes. Results reveal that consumers with low CSR knowledge perceive a company’s CSR as more unique when the level of company-cause fit is high than low. In contrast, consumers with high CSR knowledge identify a company’s CSR as more unique when the level of company-cause fit is low than high. Furthermore, the study reveals a mediating pathway of perceived uniqueness on the interplay between types of company-cause fit (low vs. high) and consumer CSR knowledge (low vs. high) on their attitude toward the ad, company and socially responsible image.
First & Corresponding Author
Rachel Esther Lim, University of Texas
Authors in the order to be printed.
Rachel Lim, University of Texas; Jimi Hong, University of Texas; Wei-Na Lee, University of Texas