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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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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

Sunday, March 31, 2019 at 10:15 AM–11:45 AM CDT
1-Normandy A
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

Additional Authors

Ji Mi Hong, University of Texas
Wei-Na Lee, University of Texas
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