Corporate social responsibility (CSR) efforts by established legacy brands are often seen as inauthentic. What can brands do to genuinely engage in CSR efforts. This study investigates internal CSR as a potential solution. CSR type (internal and external) and extrinsic cues (brand size and age) interact to affect congruence. https://www.roneverhart.com/Field-Recordings-Dry-Hop-Sparkling-Pet-Nat/