Main Article Content

Andi Desfiandi
S. Suman Rajest
P. S. Venkateswaran
M. Palani Kumar
Sonia Singh


Company credibility, Corporate social responsibility, Cause-brand alliance, Expertise and Trustworthiness Credibility, Participation Intention


Purpose of study: This research aims to analyze the mediating effect of corporate social responsibility (CSR) image in the effect of company credibility dimensions (trustworthiness and expertise) on participation intention, in the cause–brand alliance (CBA) context.

Methodology: The sample design which is used is purposive sampling with the sample criteria as the stakeholders of the University of Lampung, Indonesia. Data were collected by direct interview. Multiple regression analysis is used to test the hypotheses with 160 university’s stakeholders, using purposive sampling.

Result: The results show that trustworthiness and expertise have a directly positive significant effect on CSR image. However, expertise statistically has a greater positive significant effect on consumer participation intention toward the CBA than trustworthiness. This finding is contrary to the contrast-effect theoretical framework (Dean, 2003) and balance theory (Heider, 1958). Newly finding is that CSR image considered a mediating role in the effect of trustworthiness and expertise credibility on participation intention.

Implications: This implies that in the context of CBA, the company’s trustworthiness and expertise can be a more useful tool to trigger the positive CSR image in encouraging the stakeholders’ perception to buy the products and services or brand of the company implementing CSR, because CBA practices are considered as a genuine social cause, not as a promotion tool.

Novelty/Originality of this study: In this study, the collected data uses the cross-sectional design and the CBA context uses CBA practices implemented by agriculture, education service, beverage industry, and a bank stated-owned enterprise.


Download data is not yet available.


Metrics Loading ...
Abstract 87 | PDF Downloads 41 XML Downloads 3 ePUB Downloads 22


1. Aaker, D. A., & Brown, P. K. (1972). Evaluating vehicle source effects. Journal of Advertising Research, 12(4), 11-16.
2. Abreu, R., David, F., &Crowther, D. (2005). Corporate social responsibility in Portugal: empirical evidence of corporate behaviour. Corporate Governance: The international journal of business in society, 5(5), 3-18.
3. Ajzen, I., &Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.
4. Alcañiz, E. B., Cáceres, R. C., & Pérez, 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.
5. Anselmsson, J., & Johansson, U. (2007). Corporate social responsibility and the positioning of grocery brands: An exploratory study of retailer and manufacturer brands at point of purchase. International Journal of Retail & Distribution Management, 35(10), 835-856.
6. Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
7. Basil, D. Z., & Herr, P. M. (2006). Attitudinal balance and cause‐related marketing: An empirical application of balance theory. Journal of Consumer Psychology, 16(4), 391-403.
8. Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006).The impact of perceived corporate social responsibility on consumer behavior. Journal of business research, 59(1), 46-53.
9. Bernstein, I. H., &Nunnally, J. C. (1994).Psychometric theory. New York: McGraw-Hill. Oliva, TA, Oliver, RL, & MacMillan, IC (1992).A catastrophe model for developing service satisfaction strategies. Journal of Marketing, 56, 83-95.
10. 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.
11. Brice, H., & Wegner, T. (1989). A quantitative approach to corporate social responsibility programme formulation. Managerial and Decision Economics, 10(2), 163-171.
12. Brown, T. J., &Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84.
13. BSR/Cone (2008).Corporate Responsibility in a New World Survey, Business for Social Responsibility (BSR) and Cone LLC.accessed in:, 24 November 2009.
14. Chomvilailuk, R., & Butcher, K. (2010).Enhancing brand preference through corporate social responsibility initiatives in the Thai banking sector. Asia Pacific Journal of Marketing and Logistics, 22(3), 397-418.
15. Crane, A., McWilliams, A., Matten, D., Moon, J., & Siegel, D. S. (Eds.). (2008). The Oxford handbook of corporate social responsibility.Oxford Handbooks.
16. Dawkins, J., & Lewis, S. (2003). CSR in stakeholde expectations: And their implication for company strategy. Journal of Business Ethics, 44(2-3), 185-193.
17. Dean, D. H. (2002).Associating the corporation with a charitable event through sponsorship: Measuring the effects on corporate community relations. Journal of Advertising, 31(4), 77-87.
18. Dean, D. H. (2003). Consumer perception of corporate donations effects of company reputation for social responsibility and type of donation. Journal of advertising, 32(4), 91-102.
19. Demetriou, M., Papasolomou, I., &Vrontis, D. (2009). Cause-related marketing: Building the corporate image while supporting worthwhile causes. Journal of Brand Management, 17(4), 266-278.
20. Drumwright, M. E. (1996). Company advertising with a social dimension: The role of noneconomic criteria. Journal of marketing, 60(4), 71-87.
21. Du, S., Bhattacharya, C. B., &Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International journal of research in marketing, 24(3), 224-241.
22. Environics International. (1999). The Millennium Poll on Corporate Social Responsibility: Executive Brief.
23. Erdem, T., &Swait, J. (2004).Brand credibility, brand consideration, and choice. Journal of consumer research, 31(1), 191-198.
24. Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: a cross-country validation study. Journal of marketing, 70(1), 34-49.
25. Feldman, J. M., & Lynch, J. G. (1988).Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of applied Psychology, 73(3), 421.
26. Fishbein, M., &Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
27. Folse, J. A. G., Niedrich, R. W., &Grau, S. L. (2010). Cause-relating marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295-309.
28. Foreh, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of consumer psychology, 13(3), 349-356.
29. Freeman, R. E,. (1984). Strategic Management: A Stakeholder Theory, Journal of Management Studies, ( 39(1), 1-21.
30. Freeman, R. E,.(1994).The Politics of Stakeholder Theory: Some Future Directions.Business Ethics Quarterly, 4(4). 409-422.
31. Freeman, R. E,.(1998). Stakeholder theory of modern corporation.General Issues in Business Ethics.Prentice Hall.125-138.
32. Friedman, M. (2007). The social responsibility of business is to increase its profits. In Corporate ethics and corporate governance (pp. 173-178).Springer, Berlin, Heidelberg.
33. Goldberg, M. E., &Hartwick, J. (1990). The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness. Journal of Consumer Research, 17(2), 172-179.
34. Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000).The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54.
35. Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000).The influence of corporate credibility on consumer attitudes and purchase intent. Corporate Reputation Review, 3(4), 304-318.
36. 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.
37. Hair, J. F. (2006). Multivariate data analysis.Pearson Education India.
38. Hair, J., Black, W. C., Babin, B. J., Anderson, R. E., &Tatham, R. L. (2010).Multivariate data analysis–a global perspective (global edition). Edinburgh gate.
39. Hair, Joseph F.; Bush, Sr. Robert P.; Ortinau, David J. (2009). Marketing research: In a digital information environment. Boston: McGraw Hill, 51, 235-455.
40. Heath, J., & Norman, W. (2004). Stakeholder theory, corporate governance and public management: what can the history of state-run enterprises teach us in the post-Enron era?. Journal of business ethics, 53(3), 247-265.
41. Heider, F. (1958).77ie psychology of interpersonal relations.
42. Hou, J., Du, L., & Li, J. (2008). Cause's attributes influencing consumer's purchasing intention: Empirical evidence from China. Asia Pacific Journal of Marketing and Logistics, 20(4), 363-380.
43. Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953).Communication and persuasion.
44. Indonesia, R. (2007). Undang-undangRepublik Indonesia nomor 40 tahun 2007 tentangperseroanterbatas. Sekretariat Negara. Jakarta.
45. Jamali, D. (2008). A stakeholder approach to corporate social responsibility: A fresh perspective into theory and practice. Journal of business ethics, 82(1), 213-231.
46. Jensen, K. K. (2007). Corporate responsibility: the stakeholder paradox reconsidered. Journal of Agricultural and Environmental Ethics, 20(6), 515-532.
47. Keller, K. L., &Aaker, D. A. (1992).The effects of sequential introduction of brand extensions. Journal of marketing research, 29(1), 35-50.
48. Kelley, H. H. (1967). Attribution theory in social psychology.In Nebraska symposium on motivation.University of Nebraska Press.
49. Kelley, H. H. (1973). The processes of causal attribution. American psychologist, 28(2), 107.
50. Kelley, H. H., &Michela, J. L. (1980).Attribution theory and research. Annual review of psychology, 31(1), 457-501.
51. Kennedy, S. H. (1977). Nurturing corporate images. European Journal of marketing, 11(3), 119-164.
52. Kim, H., Kim, J., & Han, W. (2005).The effects of cause-related marketing on company and brand attitudes.
53. Kotler, P. (2002). Marketing management.Pearson Education India.
54. Kuo, Y. K., & Ye, K. D. (2009). The causal relationship between service quality, corporate image and adults' learning satisfaction and loyalty: A study of professional training programmes in a Taiwanese vocational institute. Total Quality Management, 20(7), 749-762.
55. Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453.
56. Lafferty, B. A. (2009). Selecting the right cause partners for the right reasons: The role of importance and fit in cause‐brand alliances. Psychology & Marketing, 26(4), 359-382.
57. Lafferty, B. A., & Goldsmith, R. E. (2005). Cause–brand alliances: does the cause help the brand or does the brand help the cause?. Journal of business research, 58(4), 423-429.
58. Lafferty, B. A., Goldsmith, R. E., &Hult, G. T. M. (2004). The impact of the alliance on the partners: A look at cause–brand alliances. Psychology & Marketing, 21(7), 509-531.
59. Lichtenstein, D. R., Drumwright, M. E., &Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of marketing, 68(4), 16-32.
60. 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.
61. Martineau, P. (1958). Sharper focus for the corporate image. Harvard Business Review, 36(6), 49-58.
62. McDonald, L. M., & Rundle-Thiele, S. (2008). Corporate social responsibility and bank customer satisfaction: a research agenda. International Journal of Bank Marketing, 26(3), 170-182. 10.1108/02652320810864643
63. McWilliams, A., & Siegel, D. (2000). Corporate social responsibility and financial performance: correlation or misspecification?. Strategic management journal, 21(5), 603-609.<603::AID-SMJ101>3.0.CO;2-3
64. Menon, S., & Kahn, B. E. (2003). Corporate sponsorships of philanthropic activities: when do they impact perception of sponsor brand?. Journal of consumer psychology, 13(3), 316-327.
65. Moore, S. R. (2005). Corporate social responsibility and stakeholder engagement: a case study of affordable housing in Whistler (Doctoral dissertation, School of Resource and Environmental Management-Simon Fraser University).
66. Morsing, M. (2003). Conspicuous responsibility: communicating responsibility–To whom. Corporate Values and Responsibility. Copenhagen: Samfundslitteratur, 145-154.
67. Muller, A., &Kolk, A. (2009). CSR performance in emerging markets evidence from Mexico. Journal of Business Ethics, 85(2), 325-337.
68. Munilla, L. S., & Miles, M. P. (2005).The corporate social responsibility continuum as a component of stakeholder theory. Business and society review, 110(4), 371-387.
69. Neuman, L. W. (2007). Social Research Methods, 6/E. Pearson Education India.
70. Newell, S. J., & Goldsmith, R. E. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business research, 52(3), 235-247.
71. Nguyen, N., & LeBlanc, G. (1998). The mediating role of corporate image on customers’ retention decisions: an investigation in financial services. International Journal of Bank Marketing, 16(2), 52-65.
72. O’riordan, L., &Fairbrass, J. (2008). Corporate social responsibility (CSR): Models and theories in stakeholder dialogue. Journal of Business Ethics, 83(4), 745-758.
73. Papasolomou-Doukakis, I., Krambia-Kapardis, M., &Katsioloudes, M. (2005). Corporate social responsibility: the way forward? Maybe not! A preliminary study in Cyprus. European Business Review, 17(3), 263-279.
74. Pérez, R. C. (2009). Effects of perceived identity based on corporate social responsibility: the role of consumer identification with the company. Corporate Reputation Review, 12(2), 177-191. rr.2009.12
75. Pomering, A., & Johnson, L. W. (2009).Constructing a corporate social responsibility reputation using corporate image advertising. Australasian Marketing Journal (AMJ), 17(2), 106-114. mj.2009.05.006
76. Schwartz, M. S., & Carroll, A. B. (2003). Corporate social responsibility: A three-domain approach. Business ethics quarterly, 13(4), 503-530.
77. Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.
78. Sen, S., Bhattacharya, C. B., &Korschun, D. (2006). The role of corporate social responsibility in strengthening multiple stakeholder relationships: A field experiment. Journal of the Academy of Marketing science, 34(2), 158-166.
79. Singagerda, F. S., &Septarina, L. ,Sanusi, A. (2019). The volatility model of the ASEAN Stock Indexes. Investment Management & Financial Innovations, 16(1), 226. i.16(1).2019.18
80. Smith, G., &Stodghill, R. (1994). Are good causes good marketing. Business Week, 21(1), 64-66.
81. Smith, S. M., & Alcorn, D. S. (1991). Cause marketing: a new direction in the marketing of corporate responsibility. Journal of consumer marketing, 8(3), 19-35.
82. Speed, R., & Thompson, P. (2000).Determinants of sports sponsorship response. Journal of the academy of marketing science, 28(2), 226-238.
83. Trimble, C. S., &Rifon, N. J. (2006).Consumer perceptions of compatibility in cause‐related marketing messages. International Journal of Nonprofit and Voluntary Sector Marketing, 11(1), 29-47.
84. Van Beurden, P., &Gössling, T. (2008).The worth of values–a literature review on the relation between corporate social and financial performance. Journal of business ethics, 82(2), 407.
85. Varadarajan, P. R., &Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of marketing, 52(3), 58-74.
86. 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 & Marketing, 17(2), 226-238. 10.1177/074391569801700207