The Impact of Cause Branding on Consumer Reactions to Products: Does Product/Cause 'Fit' Really Matter?

Hamiln, R.P.; Wilson, Timothy L.

doi:10.1362/0267257041838746

Cited by 101 publications

(75 citation statements)

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“…(Pracejus & Olsen, 2004) The brand-cause fit plays significant roles in accomplishment of the CrM campaign. (Hamiln & Wilson, 2004) The "fit" between the product and social cause plays a major role in the success of CrM campaign. (Xiaoli & Heo, 2007) The brand-cause fit do not have significant influence on CrM messages.…”

Section: Brand-cause Fitmentioning

confidence: 99%

A Journey of Cause Related Marketing from 1988 to 2016

Natarajan

Balasubramaniam

Jublee

2016

IJBM

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Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988. Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.

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Section: Brand-cause Fitmentioning

confidence: 99%

A Journey of Cause Related Marketing from 1988 to 2016

Natarajan

Balasubramaniam

Jublee

2016

IJBM

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“…This suggests that the presence of a CRM message does not necessarily infl uence the consumers ' evaluation of a product or brand, but that it infl uences conation or purchase intention. 8 …”

Section: Original Articlementioning

confidence: 99%

Cause-related marketing in an emerging market: Effect of cause involvement and message framing on purchase intention

Bester¹,

Jere

2012

J Database Mark Cust Strategy Manag

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Cause-related marketing (CRM) benefi ts brands, consumers and society. In emerging markets where social upliftment is an imperative, CRM could provide an avenue through which those in need receive more support than can be provided by traditional means. Although considerable research on CRM campaigns and consumer responses to them has been undertaken elsewhere, not much has been done in the South African context. This study examines consumer responses to CRM, and in particular, seeks to investigate whether the consumers ' level of involvement with a cause and the way in which the message is framed infl uence purchase intention. Using factorial ANOVA, the study found that cause involvement signifi cantly infl uenced purchase intention while message framing did not. There was no interaction between cause involvement and message framing.

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“…However, controversy exists regarding the level of this fit. On the one hand, studies show that consumers have more appreciation for CSR efforts that follow on naturally from the organization's core business activities [15]. Therefore, CSR initiatives with high congruence (fit) with a company may outperform social projects with a low fit.…”

Section: Introductionmentioning

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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The Impact of Cause Branding on Consumer Reactions to Products: Does Product/Cause 'Fit' Really Matter?

Cited by 101 publications

References 0 publications

A Journey of Cause Related Marketing from 1988 to 2016

A Journey of Cause Related Marketing from 1988 to 2016

Cause-related marketing in an emerging market: Effect of cause involvement and message framing on purchase intention

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

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