COMPANY CREDIBILITY: A TOOL TO TRIGGER POSITIVE CSR IMAGE IN THE CAUSE-BRAND ALLIANCE CONTEXT IN INDONESIA

Purpose of study: This research aims to analyze the mediating effect of corporate social responsibility (CSR) image in the effect of company credibility dimensions (trustworthiness and expertise) on participation intention, in the cause–brand alliance (CBA) context. Methodology: The sample design which is used is purposive sampling with the sample criteria as the stakeholders of the University of Lampung, Indonesia. Data were collected by direct interview. Multiple regression analysis is used to test the hypotheses with 160 university’s stakeholders, using purposive sampling. Result: The results show that trustworthiness and expertise have a directly positive significant effect on CSR image. However, expertise statistically has a greater positive significant effect on consumer participation intention toward the CBA than trustworthiness. This finding is contrary to the contrast-effect theoretical framework (Dean, 2003) and balance theory (Heider, 1958). Newly finding is that CSR image considered a mediating role in the effect of trustworthiness and expertise credibility on participation intention. Implications: This implies that in the context of CBA, the company’s trustworthiness and expertise can be a more useful tool to trigger the positive CSR image in encouraging the stakeholders’ perception to buy the products and services or brand of the company implementing CSR, because CBA practices are considered as a genuine social cause, not as a promotion tool. Novelty/Originality of this study: In this study, the collected data uses the cross-sectional design and the CBA context uses CBA practices implemented by agriculture, education service, beverage industry, and a bank stated-owned enterprise.