The interactive effects of CSR reputation and brand-cause fit in shaping brand attitudes

"The interactive effects of CSR reputation and brand-cause fit in shaping brand attitudes” 

How a company's compatibility with its chosen charity, and its reputation for being socially responsible, interact to give consumers positive attitudes about the brand.
  

Katie McKinlay - 2086593m@student.gla.ac.uk 

Business & Management MA(ScoSci) 

Supervisor: Dong-Hyu Kim 

  

You are being invited to take part in a research study. It is important for you to understand why the research is being done and what it will involve, and take the time to decide whether or not you wish to take part. Please take time to read the following information carefully and discuss it with others if you wish. Ask us if there is anything that is not clear or if you would like more information. 

Thank you for your time! Here are some FAQs about the study… 

  
What is the purpose of the study? 

Companies often donate some of their profits to a charity or cause. Research has shown that people/consumers look for the company and its charity to have a certain level of “fit” with each other in order for them to think positively about that company as a result. Likewise, research also shows that companies with a good reputation for being socially responsible get better responses when they mention their donation while advertising. We are trying to work out if there is an interaction between these two factors. The research will be conducted over around 6 months. 

Why have I been chosen? 

Your participation is voluntary as a response to appeals made either on Facebook or by email asking people to take part. You are either a friend or acquaintance of the researcher or are part of a university group or marketing group. There will be around 100 other participants. 

Do I have to take part? 

No. Your participation is entirely voluntary and you can withdraw at any time without giving a reason. 

What will happen to me if I take part? 

You will read information about brands and be asked some non-intrusive questions about them afterwards in the form of a questionnaire. The whole survey should take between 5-10 minutes.

Will my taking part in this study be kept confidential? 

Yes. All information which is collected about you during the course of the research will be kept strictly confidential. You will be identified by an ID number and any information about you will have your name and address removed so that you cannot be recognised from it. 

Please note that assurances on confidentiality will be strictly adhered to unless evidence of wrongdoing or potential harm is uncovered. In such cases the University may be obliged to contact relevant statutory bodies/agencies. 

What will happen to the results of the research study? 

Your answers will be used along with others to make some conclusions about the relationship described above. They will be published in a university dissertation, after which the results will be destroyed. 

Who has reviewed the study? 

The School of Ethics Forum has reviewed this study and granted it to be aligned with ethical codes of conduct.  

If you have any concerns regarding the conduct of this research project, you can contact the Ethics Officer Georgios Sermpinis - email:  Georgios.Sermpinis@glasgow.ac.uk

This survey contains a PollCode (www.poll-pool.com) on the last page