Perceived altruism in cause-related marketing

Abstract The purpose of this paper is to analyze how corporate image may mediate the effects cause-related marketing on consumer behavior, aiming expand existing literature in field social responsibility. Altruism was used as a moderator proposed relationships. conceptual model presents 7 hypotheses, and testing based sample 463 valid respondents from Brazil Portugal. Data collected through an online survey statistically analyzed using structural equations modeling. Ekos line Brazilian brand Natura object study research. Brand-cause fit, consumer-cause identification trust (CRM) campaign showed evidence positive relationship with image. Corporate purchase intention, life satisfaction attitude. However, results show different levels altruism affect perceptions. has several limitations, particular due use convenience sample. This research finds relevant impacts brand-cause CRM construction credible image, which turn influences greatly overall attitude towards brand, giving precious clues redirect campaigns. offers that depicts chain between customer decision, introducing possible moderation altruistic values.