Is unfit CSR novel? Exploring the impact of CSR knowledge, brand–cause fit, and perceived novelty on consumer response

Three experimental studies were carried out to understand how consumer knowledge of corporate social responsibility (CSR) affects their responses to a brand's social initiatives for high versus low brand–cause fit. Studies 1 and 2 examined the effects of subjective CSR knowledge on consumer responses. Study 1 indicated that consumers with low CSR knowledge showed more favorable responses to high brand–cause fit CSR, whereas consumers with high CSR knowledge preferred low brand–cause fit CSR. In Study 2, the perceived novelty of a brand's CSR initiative mediated the interaction effect on attitudes toward advertisements and brands. Study 3 replicated the results of Study 2 using a real brand and measuring objective CSR knowledge. The findings of the three experimental studies provide both theoretical and practical insights into how consumers' knowledge of CSR affects their response to CSR initiatives, especially regarding different types of brand–cause fit.