Consumer Brand Engagement Fostered by Cause-Related Marketing in Emotional and Functional Brands

Pereira, Diana; Silva, Joaquim; Casais, Beatriz

doi:10.1080/10495142.2024.2329258

Cited by 4 publications

(3 citation statements)

References 74 publications

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“…Simply put, CrM involves brands donating to non-profit organizations (NPO) or causes whenever a purchase is made (Ilicic et al, 2019). Unlike what happens with brand purpose, which is a long-lasting commitment that drives everything a brand does and is more relational than transactional (Hsu, 2017), CrM programs characterized by a short-term focus are pervasive and their main objective is to generate funds for the NPO/cause, as well as to increase sales (Pereira et al, 2024;Varandarajan and Menon, 1988).…”

Section: Conscientious Purpose-driven Brandingmentioning

confidence: 99%

Section: Theoretical Background and Research Hypothesesmentioning

confidence: 99%

“…The literature on CrM and CSR has consistently considered the perceived level of cause-brand congruence or fit as critical to yield positive consumer responses (Pereira et al, 2024;Silva et al, 2021). As such, cause and brand pairings that are formed more easily are those in which there is a perceived natural or plausible fit between the brand and cause" (Till and Nowak, 2000).…”

Section: The Impact Of Cause-brand Congruence On Brand Imagementioning

confidence: 99%

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Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes

Fernandes,

Guzman,

Mota

2024

JPBM

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Purpose Consumers increasingly expect brands to have a social purpose. Yet, guidelines on how to effectively engage in conscientious purpose-driven branding are lacking. This study aims to better understand what the key drivers of a successful conscientious purpose-driven branding strategy are and what is its impact on key brand outcomes. Design/methodology/approach Data was gathered using a self-administered survey, answered by 670 young adults belonging to generations Y and Z. The study integrates in a single moderated-mediation model, tested using partial least squares structural equation modelling, the joint effects of cause–brand–consumer congruences, cause-brand authenticity and brand image, on consumers’ intention to purchase and recommend the brand. Findings Consumer-brand congruence mediates the path from cause-brand congruence and authenticity to brand image, which in turn impacts purchase and recommendation intentions, with authenticity playing a dominant role. Moreover, for consumers highly congruent with the cause/purpose, the direct effect of cause-brand congruence on brand image becomes non-significant and only works through consumer-brand congruence. Originality/value Theoretically, this study contributes to a better understanding of how and when conscientious purpose-driven branding can be effective. Its findings further advance prior research, by providing an alternative path anchored on cause-brand authenticity to explain positive effects of conscientious purpose-driven marketing on brand outcomes. Moreover, it challenges prior assumptions regarding the impact of consumer-cause congruence on the effectiveness of these strategies. Finally, it highlights that cause-consumer and brand-consumer congruencies also play a role, offering an integrated, triadic view of conscientious purpose-driven branding strategies. Managerially, it provides insights to brand managers wishing to successfully implement these strategies and better understand the role of brands as “purpose-driven entities”.

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Section: Conscientious Purpose-driven Brandingmentioning

confidence: 99%

Section: Theoretical Background and Research Hypothesesmentioning

confidence: 99%