Choosing the right message for the right cause in social cause advertising: type of social cause message, perceived company–cause fit and the persuasiveness of communication

Kim, Kihan; Cheong, Yunjae; Lim, Joon Soo

doi:10.1080/02650487.2015.1006081

Cited by 52 publications

(22 citation statements)

References 40 publications

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“…As mentioned earlier, low product–cause fit is expected to be a less accessible cue than the high product–cause fit. Consumers find the low fit between their prior expectations of a company and a given sponsored cause to be hard to integrate within their existing cognitive structure (Kim, Cheong, & Lim, ). Because consumers are less familiar with such product–cause combinations, this unfamiliarity leads to unfavorable ratings of the inferred motives, and lower evaluations of the CRM campaign.…”

Section: Conceptual Developments and Hypothesesmentioning

confidence: 99%

“…The attribution of company motives refers to the inferences consumers make about reasons for the company's CRM campaign (Koschate‐Fischer et al, ). Previous studies have discussed the role of inferred motives in the development of consumer evaluations of the sponsoring company (Kim et al, ; Menon & Kahn, ). Consumers may be skeptical of the company's motives regarding a CRM initiative, and such skepticism encourages attributions of self‐serving motivations such as selfishness and reactivity (Kuo & Rice, ).…”

Section: Conceptual Developments and Hypothesesmentioning

confidence: 99%

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Is cash always king? Bundling product–cause fit and product type in cause‐related marketing

Chang

Chen

Chu

et al. 2018

Psychology and Marketing

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In traditional cause-related marketing (CRM) campaigns, companies support a cause by donating a portion of the proceeds from product sales (i.e., monetary giving).Recently, some companies have used the funds to buy something or just donate their own products for the beneficiaries (i.e., nonmonetary giving). We compare these two giving styles along with two moderators: product-cause fit and product type. Three experiments with various sampling methods (mall intercept data and online pool) and donation information (percentage of sales price, the amount of the product price, or one-for-one campaign) are conducted to enhance the robustness of the results. Study 1 shows that when the product and the cause fit well together, the nonmonetary giving strategy evokes a more positive consumer attitude and a stronger purchase intention than does the monetary giving strategy. When the product-cause fit is low, the opposite holds true. Studies 2 and 3 consider product type and product-cause fit simultaneously. When the product-cause fit is high, nonmonetary giving is more effective than monetary giving, regardless of the product type. On the other hand, when the product-cause fit is low, nonmonetary giving is more effective in promoting utilitarian products, but monetary giving is more effective in promoting hedonic products. In Study 3, consumer attributions regarding the company's motives for making the donation (i.e., inferred motives) is used to explain the underlying mechanism.

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Section: Conceptual Developments and Hypothesesmentioning

confidence: 99%

Section: Conceptual Developments and Hypothesesmentioning

confidence: 99%

Is cash always king? Bundling product–cause fit and product type in cause‐related marketing

Chang

Chen

Chu

et al. 2018

Psychology and Marketing

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show abstract

“…This research is an attempt to investigate one aspect of CRM as it relates to the context of the brand/cause fit. Traditionally, a lot of the literature on the subject purports that a high brand/cause fit, typically described as natural congruence between a company and a charitable cause, is significantly better on many aspects than a low brand/cause fit (Kim et al, 2015;Robinson et al, 2012;Simmons and Becker-Olsen, 2006). However, this paper proposes an exception to this ubiquitous finding by proposing a context in which the differential effects of low and high brand/cause fits do not apply.…”

Section: Introductionmentioning

confidence: 84%

Demonstrating a lack of brand/cause effects on point of sale donations

Coleman¹,

Peasley²

2015

Management &Amp; Marketing

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Point of sale cause-related marketing has raised over $2 billion for charities over the past 30 years, yet the subject remains largely unexplored in academic literature. The subject of brand/cause fit, however, is prolific throughout extant research, with many studies showing that high congruence between a company and a charity is necessary to achieve philanthropic success. This paper challenges current marketing thinking both conceptually and empirically. Employing tests of no-effect hypotheses following the guidelines set out by Cortina and Folger (1998), it is established that, in the point of sale cause-related marketing context, the traditional effects of brand/cause fits do not apply. Across three studies involving experimental designs and over 500 respondents, the results of one-way ANOVA analyses consistently demonstrate that a low brand/cause fit can be just as effective as a high/brand cause fit. These findings contribute to a profound understanding of social efforts such as cause-related marketing may not be as simple or easily understood as was once thought.

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“…A third suggestion for CSR researches is to examine the types of issues that resonate with consumers. At least one study has already found that the degree to which both 'fit' and the type of cause influence effectiveness of the campaign (Kim, Cheong, and Lim 2015). As of 2019, there are many topics that can be tackled by advertisers that are likely to unifying.…”

mentioning

confidence: 99%

Taylor’s theorem part II: advice for socially responsible advertisers

Taylor

2019

International Journal of Advertising

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Those of us who took calculus in high school and college likely may not have the fondest memories of the Taylor theorem. Created by British mathematician Brook Taylor, it can be stated as follows: Taylor's Theorem. Let f be an (n þ 1) times differentiable function on an open interval containing the points a and x. Then, f(x) ¼ f(a) þ f 0 (a)(x À a) þ f 00(a) 2! (x À a) 2 þ … þ f (n) (a) n! (x À a) n þ Rn(x) where Rn(x) ¼ f (n þ 1)(c) (n þ 1)! (x À a) n þ 1 for some number c between a and x.

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Choosing the right message for the right cause in social cause advertising: type of social cause message, perceived company–cause fit and the persuasiveness of communication

Cited by 52 publications

References 40 publications

Is cash always king? Bundling product–cause fit and product type in cause‐related marketing

Is cash always king? Bundling product–cause fit and product type in cause‐related marketing

Demonstrating a lack of brand/cause effects on point of sale donations

Taylor’s theorem part II: advice for socially responsible advertisers

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