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In-School CSR and its impact on brand image, brand identification and brand reputation: the moderator effect of brand familiarity, product involvement and cause-brand fit
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Autores
Orientador(es)
Resumo(s)
The objective of this study is to understand how children respond to an in-school CSR
activity when fictionally sponsored by a brand. Despite the wide range of studies on
the impacts of CSR activities on adults, our research aims at studying their impact on
children. We analysed the outcomes of Brand Image, Brand Reputation, Brand
Identification and Perceived Intent. Also, we studied the moderator effects of Product
Involvement, Brand Familiarity and Cause-Brand Fit. A structured questionnaire was
completed by a sample of 108 children from the 5th and 6th grades. Results suggest
that CSR activities don’t always have a positive impact on Brand Image, Reputation
and Identification. The lack of a perceived Cause-Brand Fit might be the reason for
these surprising results.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
CSR Brand familiarity Product involvement Cause-Brand Fit Perceived intent Children