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International Journal of Advertising
The Review of Marketing Communications
Volume 41, 2022 - Issue 2: Advertising & Corporate Social Responsibility
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Research Article

Does company size matter in corporate social responsibility? An examination of the impact of company size and cause proximity fit on consumer response

Yoon Hi Sunga University of Oklahoma, Norman, OK, USACorrespondence[email protected]
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,
Rachel Esther Limb Oklahoma State University, Stillwater, OK, USAView further author information
&
Wei-Na Leec University of Texas at Austin, Austin, TX, USAView further author information
Pages 284-308 | Received 01 Mar 2020, Accepted 10 Nov 2020, Published online: 23 Jan 2021

Citations (14)

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Read on this site (9)

Dongwon Choi, Hyejin Bang, Sukki Yoon & Tae Hyun Baek. (2024) Message assertiveness and price discounts: differences between hedonic and utilitarian consumption. International Journal of Advertising 43:1, pages 149-172.
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Shu-Chuan Chu, Hyejin Kim & Yoojung Kim. (2023) When brands get real: the role of authenticity and electronic word-of-mouth in shaping consumer response to brands taking a stand. International Journal of Advertising 42:6, pages 1037-1064.
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Kiwon Lee, Sejin Ha & Borham Yoon. (2023) Effects of corporate social responsibility (CSR) fit and restaurant size: the mediating role of perceived effort. Journal of Foodservice Business Research 26:3, pages 478-495.
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Chun-Tuan Chang, Zhao-Hong Cheng, Yu-Kang Lee & Chia-Han Chang. (2023) A close look at research on pursuing the right formula for cause-related marketing advertising. International Journal of Advertising 42:1, pages 96-108.
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Jameson L. Hayes & Brittany R.L. Duff. (2022) Introducing a special issue on advertising & corporate social responsibility. International Journal of Advertising 41:2, pages 205-209.
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Jameson L. Hayes, Steven Holiday & Haseon Park. (2022) Corporate social responsibility & the advertising strategic planning process: a literature review & research agenda. International Journal of Advertising 41:2, pages 210-232.
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Prasant Kumar Pandey, Naval Bajpai & Abhijeet V. Tiwari. Enhancing Customer Purchase Intention Using Cause-Related Marketing: A Study of the Indian Pharmaceutical Sector. Journal of Nonprofit & Public Sector Marketing 0:0, pages 1-32.
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Hye Jin Yoon, Yoon-Joo Lee & Shuoya Sun. Decoding demarketing advertising effects through the IMC lens: the role of earned and paid media. International Journal of Advertising 0:0, pages 1-26.
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Rachel Esther Lim & Ji Mi Hong. Is unfit CSR novel? Exploring the impact of CSR knowledge, brand–cause fit, and perceived novelty on consumer response. International Journal of Advertising 0:0, pages 1-31.
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Articles from other publishers (5)

Andra Modreanu, Sorin-George Toma, Marin Burcea & Cătălin Grădinaru. (2024) Perceptions and Attitudes of SMEs and MNCs Managers Regarding CSR Implementation: Insights from Companies Operating in the Retail Sector. Sustainability 16:10, pages 3963.
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Matthew Pittman & Glenna Read. (2024) Internal versus External Corporate Social Responsibility: Company Age and Size Moderate CSR Efficacy. Journal of Sustainable Marketing, pages 1-26.
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Nga Nguyen, Constantinos-Vasilios Priporas, Mark McPherson & Simon Manyiwa. (2023) CSR-related consumer scepticism: A review of the literature and future research directions. Journal of Business Research 169, pages 114294.
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Jinsong Zhang & Mengmeng Wang. (2023) Does environmental information disclosure drive corporate sustainable growth? A new insight into U-shaped relationship. Frontiers in Ecology and Evolution 11.
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Kaitlin Woolley, Daniella Kupor & Peggy J. Liu. (2022) Does Company Size Shape Product Quality Inferences? Larger Companies Make Better High-Tech Products, but Smaller Companies Make Better Low-Tech Products. Journal of Marketing Research 60:3, pages 425-448.
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