Consumer Behavior Based on Brand Sensitivity and CSR Activity Type

Executive Summary

Objective: To help corporate PR professionals to identify which CSR activities are most effective.

Method: Brand sensitivity was tested with three types of CSR: charitable activity, voluntary activity, and cause-related marketing.  Note: Brand sensitivity “refers to the degree of value a consumer grants a brand when evaluating its products. Therefore, the impact of a brand on decision making increases as a consumer becomes more sensitive to or conscious of a brand.”

Findings: When the level of brand sensitivity is high, the results show a favorable response to charitable activity and cause-related marketing. However, when the level of brand sensitivity is low, the results show a positive response also to voluntary activity.

Research Notes

The results are based on a sample of undergraduate students.

Publication Date



Indian Journal of Science and Technology


Jae Young Kim

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