| The purpose of this study is to examine brand personality and its impact on the environment via social actions which in turn has an effect on brand attitude. A brand archetypal platform is used: hero and caregiver. A hero is depicted as a kindly-powerful, brave figure, who fights against evil, defends the weak and the needy with the hero emerging as an ultimate victor. Unlike a hero who is associated with violence, a caregiver has an image of tenderness and caring. This research is based on an experimental method designed to test perception of two company’s cause-related marketing (CRM) programmes. Experimental stimulus is created in the form of reading that consists of text and images regarding the CRM programme. The result shows that brands are imaged as a hero and as a caregiver as well. Both archetypes are equally strong and perceived as the personality of a brand that performs CRM. Ultimately, these hero and caregiver brand personalities have positive effects on consumer attitudes toward CRM and brand. |