Effect of Perceived Fit and Attribution of CSR Programs on
Brands’ Moral Legitimacy, Customer Satisfaction and Brand Loyalty
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Due to increasing publicity on CSR, consumers, especially Generation Y, are greatly equipped with various CSR resources which enable them to critically evaluate the CSR activities. Previous literatures suggest that, as this generation and their purchasing power continues to increase, studying their attitude and behavior will be valuable to marketers and advertisers (Cui et al., 2003). College students, ages 18-24, represent a significant percent of this generation and are beginning to develop their life values and principles (Cui et al., 2003). While previous research has shown that Generation Y did respond positively to the CSR activities (Cui et al., 2003), further research needs to be conducted to determine exactly how and what types of CSR activities have the greatest influence on consumer loyalty.