Dimensions of fit between a brand and a social cause and their influence on attitudes

Zdravković, Srđan; Magnusson, Peter; Stanley, Sarah M.

doi:10.1016/j.ijresmar.2010.01.005

Cited by 162 publications

(174 citation statements)

References 55 publications

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“…The limitation of this study was mainly related to the generalization of findings due to the usage of student sample, since this sample has unique characteristics and non-representativeness of the population and thus, threatens the external validity (Zdravkovic, Magnusson & Stanley, 2010). However, many past studies used this same sample and therefore, this study also used student sample as replication to the existing literature (Junco & Cotton, 2012;Yoo & Donthu, 2001;Yoshida & Gordon, 2012).…”

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Thusyanthy¹

2018

IJBM

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This study aims to assess the degree of celebrity endorsement and brand credibility in the carbonated soft drink industry in Sri Lanka. Questionnaires were used to collect the data from youth educated consumers of Sri Lankan Universities. Unidimensionality, reliability and validity assessments were performed to confirm scale reliability and validity, whereas one sample t-test was conducted to test hypotheses using 338 responses. The results revealed that the degree of celebrity endorsement and brand credibility were at low levels in the carbonated soft drink industry in Sri Lanka, especially among youth educated consumers. The findings of this empirical study can be effectively utilized by marketing managers in the carbonated soft drink industry in Sri Lanka, in their effort to develop and implement successful and strong celebrity endorsement and brand credibility related strategies.

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Section: Limitations and Future Research Directionsmentioning

confidence: 99%

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Thusyanthy¹

2018

IJBM

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“…Finally, Zdravkovic, Magnusson, and Stanley identify 10 subcategories of fit that form two macro dimensions, prominence fit and marketing strategy fit. According to them, "prominence fit relates to the manner in which the cause relationship is presented and explained to potential customers while the marketing strategy fit dimension deals with the partners' similarity in segmentation, targeting, and positioning" [30] (p. 158).…”

Section: Company-cause Fit and Its Typesmentioning

confidence: 99%

The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

Zasuwa

2017

Sustainability

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Abstract:The marketing literature suggests that company-cause fit is of key importance to developing a successful socially responsible initiative. However, controversy exists regarding the level of this fit. While some studies report that high fit between a company and a cause has beneficial effects on consumer responses to such efforts, other research identifies negative impacts. This paper aims to obtain a deeper insight into this issue by examining the moderating role of company involvement in a cause. A meta-analysis of 51 experimental studies, yielding a total sample size of 11,335 subjects, shows that company-cause fit influences consumer responses to CSR initiatives most positively when a company with a positive reputation is highly involved in a cause, that is, when the company donates at least products. If such a company provides its beneficiary with only monetary contributions (i.e., low involvement), the effects of fit are significantly less influential.

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“…On the flip side, a lack of fit or congruence between the brand and the cause is argued to decrease consumers' purchase intentions (Simmons and Becker-Olsen, 2006). Although there is some evidence suggesting no effect of fit (Lafferty, 2007) and some suggestion that high fit could lead to consumer scepticism (Ellen et al, 2006), the general consensus in academic literature points to perceived fit being related to a positive attitude towards the brand (Zdravkovic et al, 2010).…”

Section: H8 Perceived Leveraging Moderates the Above Relationships Smentioning

confidence: 99%

The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

et al. 2014

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Dimensions of fit between a brand and a social cause and their influence on attitudes

Cited by 162 publications

References 55 publications

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

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