Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit

Bigné‐Alcañiz, Enrique; Pérez, Rafael Currás; Mafé, Carla Ruíz; Blas, Silvia Sanz

doi:10.1080/13527266.2010.521358

Cited by 97 publications

(84 citation statements)

References 61 publications

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“…Gupta and Pirsch 2006;Hamlin and Wilson 2004;Pracejus and Olsen 2004). Furthermore, a high degree of fit between the cause and brand has been found to increase the positive influence of corporate social responsibility associations on consumer attitude toward the brand (Bigné-Alcañiz et al 2012). It is even suggested that, despite the positive nature of firms supporting social causes, these favorable associations can be undermined by a low degree of fit (Simmons and Becker-Olsen 2006).…”

Section: H1mentioning

confidence: 97%

Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion

Westberg

Pope

2012

Journal of Marketing Communications

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Section: H1mentioning

confidence: 97%

Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion

Westberg

Pope

2012

Journal of Marketing Communications

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“…In 1983, American Express introduced the concept with the launch of its campaign to aid the Statue of Liberty Restoration project (Horne 2013). Since then, other firms have increasingly employed CrM (Bigné-Alcañiz et al 2012;Landreth and Garretson 2007), as consumers' emphasis on social responsibility has grown (Cone et al 2003;Youn and Kim 2008). A recent study predicts that U.S. companies will spend an estimated $1.92 billion on CrM in 2015, a projected increase of 3.7 % over 2014 (IEG Sponsorship Report 2014).…”

Section: Introductionmentioning

confidence: 96%

The Detrimental Effect of Cause-Related Marketing Parodies

Sabri

2016

J Bus Ethics

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Cause-related marketing (CrM), defined as a firm's communication activities designed to promote a consumer good or service by including an offer to contribute a specified amount to a designated nonprofit cause, has become a preponderant practice. In tandem with the development of CrM activities, criticism of CrM has increased; critics note that some CrM claims mislead consumers regarding their purchases' donative impact. Critics such as consumers and nonprofit advocates are using ad parodies, noncommercial messages that mimic an actual advertisement. In this context, the study investigates how these ad parodies can result in a detrimental impact on consumers' perceptual and behavioral evaluations of the sponsoring brand. By implementing a tightly controlled experiment comparing actual CrM campaigns and CrM parodies, the author shows that the detrimental effects of CrM parodies on brand attitude and word-of-mouth valence can be explained by greater skepticism toward the firm's sincere and altruistic motivations. In addition, the author shows that a robust asymmetry emerges in which CrM ad parodies damage perceptual and behavioral evaluations of brands more than actual CrM campaigns improve them. The authors replicate the results for two kinds of critics and two types of brands. The results provide useful implications for theory and practice, documenting the backfire effect of poorly designed CrM, which may urge brands to move toward more self-regulation of CrM practices.

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“…And this reasoning suggests that altruistic attribution is an indicator that helps individuals in the evaluation of sincerity and honesty of the brand's social commitment (Varadarajan & Menon, 1988;Webb & Mohr, 1998). Moreover, it is a useful indicator to get a greater confidence in the judgment of brand credibility (Bigne' et al, 2012). Therefore, altruistic motivations will positively influence brand credibility (Varadarajan & Menon, 1988;Webb & Mohr, 1998) and inhibit the susceptibility towards the C-RM campaign.…”

Section: Altruistic Attribution and Brand Credibilitymentioning

confidence: 99%

“…C-RM could be seen as the link between corporations' sales promotion and its corporate philanthropy (Ricks, 2005). Research has further revealed many factors that contributes on improving the effectiveness of C-RM, including the level of cause-fit (Bigne et al, 2012), brand credibility (Trimble & Rifon, 2006;Al-Salti et al, 2011) and altruistic attribution (Becker-Olsen et al, 2006;Obeidat & Abdallah, 2014). In particular, the main objective of this study is to analyze the moderating role of congruence on the key mediator to C-RM success-credibility.…”

Section: Introductionmentioning

confidence: 99%

Factors Affecting the Effectiveness of Cause-Related Marketing Campaign: Moderating Effect of Sponsor-Cause Congruence

Al-Dmour

Al-Madani

Alansari

et al. 2016

IJMS

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This study aimed at identifying the factors affecting cause-related marketing and the moderating effect of sponsor congruence. Data were collected using a self-administrated questionnaire from 500 Jordanians' consumers from Amman/Jordan. Results of the study showed that there is a positive effect of statistical significance of cause-fit on Jordanian customer's brand credibility. Contrary to our expectations, the results showed that there is no statistical significant effect of altruistic attribution on Jordanian customer's brand credibility. The results also showed that there is a positive statistical significant effect of brand credibility of Jordanian customers on cause-related marketing. In addition, it was found that there exists a positive effect of statistical significance of brand credibility of Jordanian customer on cause-related marketing due to sponsor-cause congruence. The current study recommends the necessity of spreading the awareness of cause-related marketing and its benefits to the society. It is also necessary for decision makers in business organizations to concentrate on the fitness of the cause during marketing for some kind of product.

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Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit

Cited by 97 publications

References 61 publications

Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion

Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion

The Detrimental Effect of Cause-Related Marketing Parodies

Factors Affecting the Effectiveness of Cause-Related Marketing Campaign: Moderating Effect of Sponsor-Cause Congruence

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