On Saturday afternoon, November 27, 2021, the Faculty of Business Administration held an academic meeting through an online platform with Prof. Pham Thi Minh Ly, lecturers, postgraduate students, and graduate students. MSc. Nguyen Trung Tin shared a study on corporate social responsibility during the pandemic, titled: “Are We All in This Together?”: Brand Opportunism in COVID-19 Cause-Related Marketing and the Moderating Role of Consumer Skepticism. Based on the basic theory of Social Contract Theory (SCT). The study analyzes the relationship between brand opportunism, brand-social cause Fit, and consumer skepticism with the moderating effect of ad-skepticism.
To achieve variations in the perceived brand-cause image fit and functional fit, the study adopted a between-subjects experimental design using brands from both essential and non-essential product categories during the outbreak of the Covid-19. The final results highlighted theoretical and practical applications which rely on corporate ethics and social responsibility, especially during the uncertain events. Particularly, the study offers the practical implications for marketing professionals who want to build their brand-consumer relationship through engaging with CSR activities.
Ending the topic, all the participants discussed in detail about the advantages and limitations of the method used and orientations for future research.
