The effect of fit and dominance in cause marketing communications

Cause-Brand Association and Consumer Attitude: A Review

“…A Cause-brand association has a positive influence on other consumer responses along with an effect on purchase intentions. It has a positive impact on intent to participate (Hou, Du, & Li, 2008); (Grau & Folse, 2007); intent to volunteer for the cause (Samu & Wymer, 2014); intent to contribute (Samu & Wymer, 2009). CBA also helps to change consumer behaviour pattern (Bhattacharya & Sen, 2004); build consumers' resilience towards negative publicity (Varadarajan & Menon, 1988);Du et al, 2010); support consumer advocacy through Word of Mouth (Hou, Du, & Li, 2008) and willingness to pay price premium (Arora & Henderson, 2007); (Bhattacharya & Sen, 2004).…”

Co-branding strategy in cause-related advertising: the fit between brand and cause

“…However, since the relationship between brand and advertisement attitudes has been demonstrated empirically (Mitchell and Olson 1981;MacKenzie, Lutz and Belch, 1986), and in more recent advertising research (Halkias and Kokkinaki, 2014;Scheinin, Varki, and Ashley, 2011), the relationship in our model is used, but do not present it as a hypothesis. Regarding the synergistic effect of brand-cause strategic alliances, when consumers perceive both as an overt connection, the meaning transfer model proposes a transmission of emotional resources from cause to brand (Hoeffler and Keller, 2002;Ellen et al, 2006;Bigné-Alcañiz et al, 2009;Samu and Wymer, 2009); favorable attitudes toward a sponsored cause lead to favourable attitudes toward a sponsoring brand, triggered by creation of new emotional associations with the brand (Simmons and Becker-Olsen, 2006). This is consistent with research that demonstrates that consumer attitudes toward a brand relate closely with attitudes toward brand alliances (Simonin and Ruth, 1998) and brand extensions (Sullivan, 1990), and working together, they achieve superior results in comparison to when each operates alone.…”

How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities

“…However, the available research into the effects of CSR fit did not lead to univocal results. On the one hand, research suggests that a high CSR fit has a positive effect on the CSR outcomes among relevant stakeholders (Becker-Olsen et al 2006;Becker-Olsen and Hill 2006;Ham and Han 2012;Han et al 2013;Kim et al 2012;Koschate-Fischer et al 2012;Kuo and Rice 2015;Prajecus and Olsen 2004;Samu and Wymer 2009;Simmons and Becker-Olsen 2006). On the other hand, research suggests that CSR fit does not play a significant role (Chernev and Blair 2015;Lafferty 2007Lafferty , 2009 or that a low or moderate CSR fit may sometimes lead to better CSR outcomes than a high CSR fit (Bloom et al 2006;Drumwright 1996;Ellen et al 2000;Kim 2011).…”