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.
The results are based on a sample of undergraduate students.
Indian Journal of Science and Technology
Jae Young Kim