Nowadays, sustainable development is considered as one of
company’s missions and goals. Brand familiarity and consumer skepticism
are critical to the purchase intention when marketing managers use
cause-related marketing. The purpose of this research is to examine the
effects of brand familiarity and to test the moderating effects of consumer
skepticism. A total of 304 questionnaires was collected. The result
shows that brand familiarity is positively correlated with the diffusion of
purchase intention, and consumer skepticism has moderate effect between
brand familiarity and purchase intention.
This research found that when consumers are high in skepticism, no
matter consumers are high or low in familiarity to the brand, it will lower
consumer’s purchase intention. In this light, research suggests companies
to pay high attention when consumers are skeptical to the CSR events and
to provide authentic contents to eliminate consumer negative response.
Moreover, lower brand awareness could bring negative influences on
purchased intension directly. Therefore, we conclude that increasing brand
familiarity could avoid the company be influenced by skepticism.