The impact of perceptual congruence on the effectiveness of cause‐related marketing campaigns

Abstract

In the cause-related marketing (CRM) literature, the degree of fit between a firm and cause has been shown to positively impact the effectiveness of CRM campaigns. Throughout the literature, however, firm-cause fit has been operationalized as the relatedness of conceptual attributes such as brand image and positioning (i.e., conceptual congruence). Across three studies, the authors demonstrate that the relatedness of perceptual attributes such as color (i.e., perceptual congruence) can also enhance the effectiveness of CRM campaigns. Study 1 shows that perceptual congruence between a firm and cause positively affects perceptions of overall fit and participation intentions. Study 2 provides evidence that perceptual congruence impacts CRM effectiveness through a fit-as-fluency mechanism. Finally, Study 3 demonstrates the moderating effect of elaboration on the relationship between fit type (perceptual vs. conceptual congruence) and participation intentions. Consistent with previous findings, elaboration positively affects participation intentions when the fit type is conceptual, but the results of Study 3 indicate that elaboration negatively impacts participation intentions when the fit type is perceptual.

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

“…Various definitions and instruments have appeared since no consensus exists regarding whether fit is a matter of degree or type (Bigné-Alcañiz et al, 2010). There is no agreement about whether it relates to internal consistency at the organizational level, external consistency at the product level, or coherence relative to the compatibility of both organizations (Yuan et al, 2011), or whether it associates with conceptual or perceptual fit (Kuo and Rice, 2015). This study suggests that fit is a matter of the duration of an agreement.…”

“…In the beginning, it was a general concept, and the usual way of measuring it was degree of fit such as a differential semantic scale ranging from "very good fit" to "very bad fit" (Hamlin and Wilson, 2004;Simmons and Becker-Olsen, 2006). Later, it expanded to a multidimensional scale, in which organizational features were considered during measurement (Kuo and Rice, 2015). Lafferty et al (2004) consider fit of brand name and product category, and carried out an adjustment using a three-item scale (e.g., consistent/not consistent, complementary/not complementary, and makes sense/does not make sense).…”

“…For example, results of this study demonstrate fit between brand slogan, "Barcelona DIR movement," and the cause slogan, "Josep Carreras Foundation against Leukaemia," which would have been difficult to hypothesize. However, as Kuo and Rice (2015) point out, respondents might have considered perceptual fit between the two, and they focused on appearance (i.e., they both use blue). Had we hypothesised about the other significant fit-geographical-it would have been more plausible to fit the answer given the extensive knowledge that people in Barcelona have about both brands.…”

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).…”

Cause-related marketing − influence of the product type and product-cause fit on purchase intentions

“…Wyniki badań publikowane w literaturze zagranicznej wskazują na niejednoznaczność związku między dopasowaniem sprawy do produktu a intencjami zakupowymi. Z jednej strony dowodzi się, że im lepsze dopasowanie, tym bardziej wspierane są programy CRM (Kuo, Rice, 2015;Goldsmith, Yimin, 2014). Z drugiej jednakże okazuje się, że niskie dopasowanie może być bardziej skuteczne niż wysokie.…”