Three items capture the degree to which consumers believe a company is genuinely concerned about customer wellbeing in relation to a specific domain — such as health, the environment, or social equity. Developed in the context of cause-related marketing and sponsorship research.
Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29–42.
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