Doing Right Matters in Doing Good: The Role of CSR Fit on Building Company Credibility and Reputation Through Consumer Attributions

Abstract

This study aims to examine the effects of CSR fit and source on corporate credibility and investigate how consumers’ attributions of CSR impact corporate credibility, reputations, and ultimately influence consumer purchase intention and word-of mouth (WOM). Study 1 compared the group differences on corporate credibility by conducting a 2 x 2 between-subjects experiment. The results indicated a good fit positively influenced corporate credibility. Study 2 applied the attribution theory and conducted an experiment to compare how different fit levels influence consumers attributions on CSR activities, and ultimately affect corporate credibility and reputation, as well as consumer purchase intention and WOM.