Questionnaire Items

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R²

Composite Reliability

Composite Variance

Motivation of the firm to do CRM

1) They feel morally obligated to help

0.84

0.71

0.93

0.64

2) They have a long term interest in the community

0.75

0.56

3) Their owners or employees believe in the cause

0.78

0.61

4) They want it easier for the consumers who care about the cause to support it

0.77

0.59

5) They are trying to give back something to the community

0.88

0.77

6) They feel their customers expect it

0.68

0.46

7) They feel that the society in general expects it

0.81

0.66

8) They feel their stockholders expect it, They feel that their employees expect it

0.87

0.76

Skepticism

1) Most statements made by companies in advertising or product labels about supporting non-profit organizations are not true.

0.82

0.67

0.90

0.61

2) Most statements made by companies in advertising or on product labels about supporting non-profit organizations are intended to mislead rather than inform the consumer.

0.79

0.62

3) Because most statements made by companies that they support non-profit organizations are exaggerated, consumers would be better off if such statements were eliminated from advertising or package labels.

0.85

0.72

4) I do not believe most statements regarding support of non-profit organizations made by organizations in advertising or on package labels.

0.89

0.79

Customer Identification with the Cause

1) Overall evaluation of the cause message

0.86

0.74

0.94

0.58

2) Usefulness of cause message (Not at all useful

0.79

0.62

3) The issue addressed in this message is serious and relevant

0.85

0.72

4) A message like this is very effective in increasing awareness about the cause

0.84

0.71

5) I will try to follow the recommendation in the message

0.85

0.72

6) I feel that a message like this is a trivial and non-effective solution to a serious issue

0.89

0.79

Customer’s Perception about the Company’s Image

1) When someone criticizes (Name of company), it feels like a personal insult.

0.79

0.62

0.93

0.57

2) I am very interested in what others think about (Name of company).

0.89

0.79

3) When I talk about this company I usually say “we” rather than “they.”

0.75

0.56

4) This Co’s successes are my successes.

0.85

0.72

5) When someone praises this Co, it feels like a personal compliment.

0.84

0.71

6) If a story in the media criticized this Co, I would feel embarrassed

0.88

0.77

Customer’s Perception about the Image of the NPO

1) People in my community think highly of the NPO.

0.84

0.71

0.91

0.64

2) The NPO is considered to be one of the best races in the area.

0.86

0.74

3) The NPO does not have a good reputation in my community.

0.8

0.64

4) It is considered positive in the community to have participated in The NPO.

0.91

0.83