In-School CSR and its impact on brand image, brand identification and brand reputation: The moderator effect of brand familiarity, product involvement and cause-brand fit

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The objective of this study is to understand how children respond to an in-school CSR activity when fictionally sponsored by a brand. Despite the wide range of studies on the impacts of CSR activities on adults, our research aims at studying their impact on children. We analysed the outcomes of Brand Image, Brand Reputation, Brand Identification and Perceived Intent. Also, we studied the moderator effects of Product Involvement, Brand Familiarity and Cause-Brand Fit. A structured questionnaire was completed by a sample of 108 children from the 5th and 6th grades. Results suggest that CSR activities don’t always have a positive impact on Brand Image, Reputation and Identification. The lack of a perceived Cause-Brand Fit might be the reason for these surprising results.