Can the choice of CSR activity hide your sins? CSR congruence effects on brand attitude of 'sin' firms.

Abstract: Corporate social responsibility and its impact on brand attitude have during the past years witnessed extensive research. However, research on CSR and its implications within sin industries has been sparsely conducted. Simultaneously, CSR is becoming a more widely used corporate tool within firms operating in such industries. Recently, Swedish firms within the defense industry have undergone increased political debate regarding the limitations of business opportunities. A common feature of sin industries is their high receptiveness and vulnerability to public opinion and judgment and CSR has shown to have the ability to positively affect brand attitude. This thesis will further investigate this relationship. The effect of congruent and incongruent CSR activities and their effect on brand attitude have in noncontroversial industries shown mixed results, with skepticism and doubt being evaluated as an explaining factor. Therefore, the purpose of this quantitative study is to examine the impact of congruent versus incongruent CSR marketing on brand attitude of sin firms where skepticism is high. The data was collected through an experimental online self-completion questionnaire and distributed to the Swedish public through online forums. The data showed no significant evidence of congruent activities having a superior impact on brand attitude over incongruent activities, nor significant evidence of either type of CSR communication affecting the overall brand attitude more than no CSR communication.