Skip to main content
SpringerLink
Log in

The Influence of CSR and Ethical Self-Identity in Consumer Evaluation of Cobrands

  • Published:
Journal of Business Ethics Aims and scope Submit manuscript

Abstract

An important aspect of brand perception emanates from its corporate social responsibility (CSR) activity. When two brands involved in CSR activities form a cobranding alliance, their respective CSR perceptions can impact consumer attitudes toward the alliance. As an ethically-oriented strategy, the alliance can be potentially beneficial to both partner brands, and can create opportunities for promoting CSR activities. The research streams on brand management, cobranding, and CSR, however, are silent about this important branding strategy that has several embedded business and societal benefits. This study examines how CSR-based consumer perceptions and ethical self-identity impact consumer evaluation of cobrands. Employing a quasi-experimental between-subjects design, the study tests six cobranding scenarios in three product categories. The data were collected via structured questionnaires resulting in 318 valid responses. The data were analyzed employing Partial Least Squares Structural Equation Modeling. The results confirm that positive CSR perceptions toward the partner brands are robust indicators of attitudes toward cobrands. Further, the match between the CSR activities of the partner brands (positive CSR fit) and the product categories (product fit) influences cobrand attitudes. The results also show evidence of ‘spill-over’ effects, where the alliance has a positive impact on subsequent CSR perceptions toward the partner brands. Additionally, the findings demonstrate an asymmetry in the effects of the cobrand on subsequent CSR perceptions wherein consumers with low ethical self-identity show greater spill-over effects from the cobrand than those with high ethical self-identity. The study contributes to knowledge in the domains of business ethics, cobranding, and social responsibility. The findings have managerial implications for designing CSR-based ethical branding strategies for cobrands.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41.

    Article  Google Scholar 

  • Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. New Jersey: Prentice Hall.

  • Alcaniz, E. B., Caceres, R. C., & Perez, R. C. (2010). Alliances between brands and social causes: the influence of company credibility on social responsibility image. Journal of Business Ethics, 96(2), 169–186.

    Article  Google Scholar 

  • Anderson, J. R. (1983). The architecture of cognition. Cambridge: Harvard University Press.

    Google Scholar 

  • Auger, P., Burke, P., Devinney, T., & Louviere, J. (2003). What will consumers pay for social product features? Journal of Business Ethics, 42(3), 281–304.

    Article  Google Scholar 

  • Baumgarth, C. (2004). Evaluations of co-brands and spill-over effects: Further empirical results. Journal of Marketing Communications, 10(2), 115–131.

    Article  Google Scholar 

  • Becker-Olsen, K., Cudmore, A., & Hill, R. (2006). The impact of perceived corporate social responsibility on consumer behaviour. Journal of Business Research, 59(1), 46–53.

    Article  Google Scholar 

  • Berens, G., van Riel, C. B. M., & van Bruggen, G. H. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35–48.

    Article  Google Scholar 

  • Bettman, J. R., & Sujan, M. (1987). Effects of framing on evaluation of comparable and noncomparable alternatives by expert and novice consumers. Journal of Consumer Research, 14(2), 141–154.

    Article  Google Scholar 

  • Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good: when, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9–24.

    Article  Google Scholar 

  • Bluemelhueber, C., Carter, L., & Lambe, C. J. (2007). Extending the view of brand alliance effects. An integrative examination of the role of country of origin. International Marketing Review, 24(4), 427–443.

    Article  Google Scholar 

  • Bouten, L. M., Snelders, D., & Hultink, E. J. (2011). The impact of fit measures on the consumer evaluation of new co-branded products. Journal of Product Innovation Management, 28(4), 455–469.

    Article  Google Scholar 

  • Brown, T. J., & Dacin, P. E. (1997). The company and the product: corporate associations and consumer product responses. Journal of Marketing, 61(1), 68–84.

    Article  Google Scholar 

  • Business in the Community (BITC) (2014). Corporate social responsibility index and rankings. Available at http://www.bitc.org.uk/our-services/benchmarking/cr-index. Accessed 24th April 2014.

  • Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189–217.

    Article  Google Scholar 

  • Clean Clothes Campaign (2014). H&M’s infrastructure for the auditing and improvement of working conditions in supplier factories. Clean Clothes Campaign. (http://www.cleanclothes.org) Available at http://doku.cac.at/hm_english%5B1%5D.pdf. Accessed 27 April 2014.

  • Desai, K. K., & Keller, K. L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66(1), 73–93.

    Article  Google Scholar 

  • Ellen, P., Webb, D., & Mohr, L. (2006). Building corporate associations: consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147–157.

    Article  Google Scholar 

  • Ethical Consumer (2014). Nestle Boycott. Available at http://www.ethicalconsumer.org/boycotts/boycottslist.aspx#n. Accessed 28 April 2014.

  • Fazio, R. H., Powell, M. C., & Williams, C. J. (1989). The role of attitude accessibility in the attitude-to-behavior process. Journal of Consumer Research, 16(3), 280–288.

    Article  Google Scholar 

  • Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variable and measurement error. Journal of Marketing Research, 18(1), 39–50.

    Article  Google Scholar 

  • Gammoh, B. S., & Voss, K. E. (2013). Alliance competence: The moderating role of valence of alliance experience. European Journal of Marketing, 47(5/6), 964–986.

    Article  Google Scholar 

  • Grau, S. L., & Folse, J. A. G. (2007). Cause-related marketing (CRM): The influence of donation proximity and message-framing cues on the less-involved consumer. Journal of Advertising, 36(4), 19–33.

  • Haenlein, M., & Kaplan, A. M. (2004). A beginner’s guide to partial least squares analysis. Understanding Statistics, 3(4), 283–297.

    Article  Google Scholar 

  • Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433.

    Article  Google Scholar 

  • Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). NY: Sage Publications Inc.

    Google Scholar 

  • He, H., & Li, Y. (2011). CSR and service brand: the mediating effect of brand identification and moderating effect of service quality. Journal of Business Ethics, 100(4), 673–688.

    Article  Google Scholar 

  • Helmig, B., Huber, J. A., & Leeflang, P. S. H. (2008). Co-branding: The state of the art. Schmalenbach Business Review, 60(October), 359–377.

    Google Scholar 

  • Henseler, J., & Fassott, G. (2010). Testing moderating effects in PLS path models: An illustration of available procedures. In V. E. Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares: Concepts, methods and applications in marketing and related fields (pp. 713–735). Berlin: Springer.

    Chapter  Google Scholar 

  • Hunt, S. D., & Vitell, S. J. (2006). The general theory of marketing ethics: A revision and three questions. Journal of Macromarketing, 26(2), 1–11.

    Article  Google Scholar 

  • James, D. (2005). Guilty through association: Brand association transfer to brand alliances. Journal of Consumer Marketing, 22(1), 14–24.

    Article  Google Scholar 

  • Kalafatis, S., Remizova, N., Riley, D., & Singh, J. (2012). The differential impact of brand equity on B2B Co-branding. Journal of Business and Industrial Marketing, 27(8), 623–634.

    Article  Google Scholar 

  • Kalafatis, S., Riley, D., & Singh, J. (2014). Context effects in the evaluation of business-to-business brand alliances. Industrial Marketing Management, 43(2), 322–334.

    Article  Google Scholar 

  • Keller, K. L. (1987). Memory factors in advertising: The effect of advertising retrieval cues on brand evaluations. Journal of Consumer Research, 14(3), 316–333.

    Article  Google Scholar 

  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.

    Article  Google Scholar 

  • Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155.

    Article  Google Scholar 

  • Keller, K. L., & Aaker, D. A. (1992). The effect of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35–50.

    Article  Google Scholar 

  • Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(2), 66–79.

    Article  Google Scholar 

  • Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, 21(3), 203–217.

    Article  Google Scholar 

  • Lafferty, B. (2007). The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447–453.

    Article  Google Scholar 

  • Lafferty, B., Goldsmith, R., & Hult, T. (2004). The impact of the alliance on the partners: A look at cause-brand alliances. Psychology and Marketing, 21(7), 509–531.

    Article  Google Scholar 

  • Lichtenstein, D., Drumwright, M., & Braig, B. (2004). The effects of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68(4), 16–32.

    Article  Google Scholar 

  • Lii, Y. S., & Lee, M. (2012). Doing right leads to doing well: when the type of CSR and reputation interact to affect consumer evaluations of the firm. Journal of Business Ethics, 105(1), 69–81.

    Article  Google Scholar 

  • Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1–18.

    Article  Google Scholar 

  • Luo, X., & Bhattacharya, C. B. (2009). The debate over doing good: corporate social performance, strategic marketing levers, and firm-idiosyncratic risk. Journal of Marketing, 73(6), 198–213.

    Article  Google Scholar 

  • Luzar, E., & Cosse, K. (2003). Willingness to pay or intention to pay: The attitude-behaviour relationship in contingent valuation. Journal of Socio-Economics, 27(3), 427–444.

    Article  Google Scholar 

  • Maignan, I. (2001). Consumers’ perceptions of corporate social responsibilities: A cross-cultural comparison. Journal of Business Ethics, 30(1), 57–72.

    Article  Google Scholar 

  • Marin, L., Ruiz, S., & Rubio, A. (2009). The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of Business Ethics, 84(1), 65–78.

    Article  Google Scholar 

  • Menon, S., & Kahn, B. (2003). Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand? Journal of Consumer Psychology, 13(3), 316–327.

    Article  Google Scholar 

  • Mohr, L. A., & Webb, D. J. (2005). The effect of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121–147.

    Article  Google Scholar 

  • Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives. Examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63–74.

    Article  Google Scholar 

  • Newmeyer, C., Venkatesh, R., & Chatterjee, R. (2014). Cobranding arrangements and partner selection: A conceptual framework and managerial guidelines. Journal of the Academy of Marketing Science, 42(2), 103–118.

    Article  Google Scholar 

  • Olsen, L. E., & Lanseng, E. J. (2012). Brand alliances: The role of brand concept consistency. European Journal of Marketing, 46(9), 1108–1126.

    Article  Google Scholar 

  • Polonsky, M. J., & Speed, R. (2001). Linking sponsorship and cause related marketing: Complementary and conflicts. European Journal of Marketing, 35(11/12), 1361–1389.

    Article  Google Scholar 

  • Rao, A. R., & Ruekert, R. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(3), 87–97.

    Google Scholar 

  • Rao, A. R., Qu, L., & Ruekert, R. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 36(2), 258–268.

    Article  Google Scholar 

  • Ringle, C.M., Wende, S., and Will, A. (2005). SmartPLS 2.0 (M3) beta. Hamburg http://www.smartpls.de.

  • Rodrigue, C., & Biswas, A. (2004). Brand alliance dependency and exclusivity: An empirical investigation. Journal of Product and Brand Management, 13(7), 477–487.

    Article  Google Scholar 

  • Russell, D., & Russell, C. (2010). Here or there? Consumer reactions to corporate social responsibility initiatives: Egocentric tendencies and their moderators. Marketing Letters, 21(1), 65–81.

    Article  Google Scholar 

  • Sharma, S., Durand, M. R., & Gur-Arie, O. (1981). Identification and analysis of moderator variables. Journal of Marketing Research, 18(3), 291–300.

    Article  Google Scholar 

  • Shaw, D., & Shiu, E. (2002a). An assessment of ethical obligation and self-identity in ethical consumer decision-making: A structural equation modeling approach. International Journal of Consumer Studies, 26(4), 286–293.

    Article  Google Scholar 

  • Shaw, D., & Shiu, E. (2002b). The role of ethical obligation and self-identity in ethical consumer choice. International Journal of Consumer Studies, 26(2), 109–116.

    Article  Google Scholar 

  • Shaw, D., Shiu, E., & Clarke, I. (2000). The contribution of ethical obligation and self-identity to the theory of planned behaviour: An exploration of ethical consumers. Journal of Marketing Management, 16(8), 879–894.

    Article  Google Scholar 

  • Shaw, D., Berkin, C., Shiu, E., Hassan, L., Hogg, G., & Wilson, E. (2006a). An examination of the volitional stages in consumer decisions to avoid sweatshop clothing. Athens: 35th European Marketing Academy Conference (EMAC).

    Google Scholar 

  • Shaw, D., Hogg, G., Wilson, E., Shui, E., & Hassan, L. (2006b). Fashion victim: the impact of fair trade concerns on clothing choice. Journal of Strategic Marketing, 14(4), 427–440.

    Article  Google Scholar 

  • Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30–42.

    Article  Google Scholar 

  • Singh, J., Sanchez, G. S., & Bosque, I. R. (2008). Understanding corporate social responsibility and product perceptions in consumer markets: A cross-cultural evaluation. Journal of Business Ethics, 80(3), 597–611.

    Article  Google Scholar 

  • Singh, J., Kalafatis, S., & Ledden, L. (2014). Consumer perceptions of cobrands: The role of brand positioning strategies. Marketing Intelligence and Planning, 32(2), 145–159.

    Article  Google Scholar 

  • Sparks, P., & Shepherd, R. (1992). Self-Identity and the theory of planned behavior: Assessing the role of identification with green consumerism. Social Psychology Quarterly, 55(4), 388–399.

    Article  Google Scholar 

  • Suh, J.-Y., & Park, S.-B. (2009). Successful brand alliance and its negative spillover effect on a host brand: Test of the cognitive response hypothesis. Advances in Consumer Research, 36, 243–247.

    Google Scholar 

  • Swaminathan, V., Reddy, S. K., & Dommer, S. L. (2012). Spillover effects of ingredient branded strategies on brand choice: A field study. Marketing Letters, 23(1), 237–251.

    Article  Google Scholar 

  • Tajfel, H. (1982). Social psychology of intergroup relations. Annual Review of Psychology, 33, 1–39.

    Article  Google Scholar 

  • Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48, 159–205.

    Article  Google Scholar 

  • Till, B., & Shimp, T. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of advertising, 27(1), 67–82.

    Article  Google Scholar 

  • Voss, K., & Gammoh, B. S. (2004). Building brands through brand alliances: Does a second ally help? Marketing Letters, 15(2/3), 147–159.

    Article  Google Scholar 

  • Votolato, N., & Unnava, H. (2006). Spill over of negative information on brand alliances. Journal of Consumer Psychology, 16(2), 196–202.

    Article  Google Scholar 

  • Wagner, T., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of Marketing, 73(6), 77–91.

    Article  Google Scholar 

  • Washburn, J. H., Till, B. D., & Priluck, R. (2000). Co-branding: Brand equity and trial effects. Journal of Consumer Marketing, 17(7), 591–604.

    Article  Google Scholar 

  • Washburn, J. H., Till, B. D., & Priluck, R. (2004). Brand alliance customer-based brand-equity effects. Psychology and Marketing, 21(7), 487–508.

    Article  Google Scholar 

  • Webb, D. J., & Mohr, L. A. (1998). A typology of consumer responses to cause-related marketing: from skeptics to socially concerned. Journal of Public Policy and Marketing, 17(2), 226–238.

    Google Scholar 

Download references

Acknowledgments

The author would like to thank Jasmine Rifai and Benedetta Crisafulli for their assistance in data collection and proofreading respectively.

Author information

Authors and Affiliations

  1. Kingston Business School, Kingston University, Kingston Upon Thames, Surrey, KT2 7LB, UK

    Jaywant Singh

Authors
  1. Jaywant Singh
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Jaywant Singh.

Appendices

Appendix 1: Textual Descriptions of the CSR Activities and Cobranding Scenarios

CSR Activities of the Selected Brands

Nescafe

Nescafe is a leading brand of instant coffee. Nescafe gives money to support projects aimed at improving the quality of life of people in countries where it operates. For instance, Nescafe donates over 6 million Euros to provide clean water sources, hygiene education, and sanitation services to millions of people throughout Africa. Nescafe also supports HIV and malaria prevention, access to education, and job creation.

Coca-Cola

Coca-Cola is the leading producer and marketer of soft drinks. Coca-Cola funds projects toward society’s welfare. For example, Coca-Cola Europe sponsors Exercise is Medicine (www.exerciseismedicine.org)—a non-profit organization that encourages healthcare professionals to advice patients on the importance of physical activity. The initiative has established community-based networks to promote physical activity. Coca-Cola’s support has meant that the networks are flourishing and the community programs are reaching thousands more.

H&M

H&M is a Swedish global retail-clothing company, known for its fast-fashion clothing. H&M gives money to support projects aimed at improving the quality of life of people in countries where it operates. For instance, H&M donated over 6 million Euros to help the Children’s Center in China. The donation assists the Center in its work to address children’s rights issues in businesses across the country. H&M also donates clothing and supports the funding of young people in the sewing industry.

Nike

Nike is a global producer of athletic footwear, apparel, and sport equipment. Nike funds projects toward society’s welfare. For example, Nike has launched a sportswear collection called Sport Against AIDS. The aim of the collection is to increase awareness about AIDS among youth. Over 25 % of the sales are donated toward HIV/AIDS prevention projects. The money raised is donated to HIV/AIDS prevention projects such as YouthAIDS, UNFPA, and MTV Staying Alive Foundation.

Canon

Canon is a leading provider of consumer, business-to-business, and industrial digital imaging solutions. Canon donates money to support projects aimed at promoting the cultural and educational development of young people in countries where it operates. For instance, Canon donates over 6 million Euros to foster the fine arts such as painting, sculpture, music, and literature in Europe. In addition, Canon gives a number of research grants to promote scientific relations between Europe and Japan.

Skype

Skype is a voice-over-Internet Protocol service and software application. Skype funds projects toward society’s welfare. For example, Skype provides a bespoke, low-bandwidth version of the popular video-chat software, to locations serviced by UNHCR aid workers. Aid workers are often separated from their families for months at a time, without any facilities for communication. The new technology is designed to provide a link for aid workers back to their own support groups, friends, and families. To help to fund this effort, Skype hosts a fundraising button where ordinary Skype users donate money for providing computer technology for millions of refugees who have lost their homes.

Cobranding Scenarios

Coca-Cola and Nescafe

Cobranding Scenario

The instant coffee manufacturer Nescafe teams up with beverage manufacturer Coca-Cola in order to introduce a new product called NesCoke. This partnership combines the expertise of the instant coffee producer Nescafe and the natural flavoring formula of Coca-Cola to develop the first real supercharger, a natural energy boost which boosts mental alertness and physical energy while retaining the unique tastes.

Nike and H&M

Cobranding Scenario

Nike teams up with fashion retailer H&M in order to introduce a long-term sports clothing partnership Nike for H&M. The partnership is inspired by the idea of delivering young people premium sportswear at affordable prices. Through this clothing line, the sporting spirit of Nike and the latest fashion trends of H&M can reach millions of people around the world.

Canon and Skype

Cobranding Scenario

Canon teams up with Skype to introduce the first tablet featuring projector and motion control. This new futuristic tablet designed by the imaging experts Canon and the communication experts Skype incorporates a touch screen panel that slides up to reveal a second touch screen which serves both as monitor and keyboard. The tablet features a built-in projector ideal for office presentations or big-screen movie watching, as well as pen stylus that doubles as a remote control. The built-in camera and microphone enable users to control basic features via voice or hand movement. This gesture control feature enables users to interface with the tablet and interact naturally on Skype without any mechanical devices, with high-quality images.

Appendix 2

See Appendix Table 5.

Table 5 Measures and sources
Full size table

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Singh, J. The Influence of CSR and Ethical Self-Identity in Consumer Evaluation of Cobrands. J Bus Ethics 138, 311–326 (2016). https://doi.org/10.1007/s10551-015-2594-4

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10551-015-2594-4

Keywords

Search

Navigation