Effect of Perceived Fit and Attribution of CSR Programs on Brands’ Moral Legitimacy, Customer Satisfaction and Brand Loyalty

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.