ABSTRACT Corporate social responsibility (CSR) research indicates that consumers are skeptical of a company’s support of social causes unless they can determine that the efforts are legitimate and authentic. One way companies can demonstrate legitimacy in their CSR efforts is by supporting causes that are perceived to “fit.” The goal of this study is to explore the effects of company–cause fit within the context of the CSR strategy of femvertising. Femvertising is defined as “advertising that employs pro-female talent, messages, and imagery to empower women and girls.” A survey of U.S. adults (n = 419) was employed to investigate consumer attitude toward femvertising as well as four specific femvertising messages as they related to respondents’ perceptions of company–cause fit, CSR associations, and purchase intentions. This study also examined the mediating roles of two related mechanisms – perceived organization-public relationship quality and company loyalty – in connecting CSR associations and purchase intention. The findings suggest that within a femvertising context, purchase intention is impacted by CSR associations and company–cause fit both directly and through loyalty. The findings clarify how company support of women-empowering causes can be an effective CSR strategy and how it fits with the current strategic communication literature.

中文翻译：

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倡导妇女赋权作为购买意愿的催化剂：在女性化背景下测试OPR和品牌忠诚度的中介作用

摘要企业社会责任（CSR）研究表明，除非消费者能够确定所做的努力是合法和真实的，否则他们对公司对社会事业的支持持怀疑态度。公司可以在企业社会责任工作中证明其合法性的一种方法是支持被认为“合适”的原因。这项研究的目的是在女性化CSR策略的背景下探讨公司因果关系的影响。女权主义被定义为“利用女性前任才能，信息和形象来赋予妇女和女孩权力的广告。” 一项针对美国成年人的调查（n = 419）被用于调查消费者对女性化的态度以及四种特定的女性化信息，因为它们与受访者对公司原因，企业社会责任协会和购买意图的看法有关。这项研究还考察了两个相关机制（感知的组织-公共关系质量和公司忠诚度）在连接企业社会责任协会和购买意愿方面的中介作用。研究结果表明，在积极进取的背景下，购买意愿受到企业社会责任协会的影响，并且公司原因直接或通过忠诚度来适应。调查结果阐明了公司对赋予妇女权力的支持如何成为有效的企业社会责任战略，以及如何与当前的战略沟通文献相吻合。购买意愿受CSR协会和公司的影响-直接和通过忠诚度进行匹配。调查结果阐明了公司对赋予妇女权力的支持如何成为有效的企业社会责任战略，以及如何与当前的战略沟通文献相吻合。购买意愿受CSR协会和公司的影响-直接和通过忠诚度进行匹配。调查结果阐明了公司对赋予妇女权力的支持如何成为有效的企业社会责任战略，以及如何与当前的战略沟通文献相吻合。