The role of brand/cause fit in the effectiveness of cause-related marketing campaigns

Pracejus, John W.; Olsen, G. Douglas

doi:10.1016/s0148-2963(02)00306-5

Cited by 397 publications

(226 citation statements)

References 16 publications

Supporting

Mentioning

199

Contrasting

Unclassified

Order By: Relevance

“…Furthermore, scholars discussed CSR activities run by heritage sites and how they affect their local communities and the environment (Edwards 2007;Erkus-Ozturk and Eraydin 2010;Wells et al 2016). Despite that acknowledgment that the conservation of heritage sites is one aspect of CSR (Sheldon and Park 2011), few researchers have examined the outcomes of altruistic CSR motives for the actual beneficiary of CSR activities (e.g., tourist attractions; Pracejus and Olsen 2004).…”

Section: Company's Motivations To Engage In Csr Activities and The Romentioning

confidence: 99%

Examining How Companies’ Support of Tourist Attractions Affects Visiting Intentions: The Mediating Role of Perceived Authenticity

Biraglia

Gerrath

Usrey

2017

Journal of Travel Research

View full text Add to dashboard Cite

As public funding for the restoration of tourist attractions decreases, assistance is often sought from the private sector in the form of corporate social responsibility (CSR). However, research has yet to understand how such CSR activities impact the beneficiary, namely tourist attractions. Thus, extending past CSR literature, we explore whether differing company CSR motivations can influence a tourists' visiting intentions. The results of two experimental

show abstract

Section: Company's Motivations To Engage In Csr Activities and The Romentioning

confidence: 99%

Examining How Companies’ Support of Tourist Attractions Affects Visiting Intentions: The Mediating Role of Perceived Authenticity

Biraglia

Gerrath

Usrey

2017

Journal of Travel Research

View full text Add to dashboard Cite

show abstract

“…As part of an experiment examining the effects of sponsors' usage of varying degrees of promotional efforts, McCarville, Flood, and Froats (1998) questioned participants about their intention to purchase a sponsor's products. Pracejus and Olsen (2004) provided consumers with information about cause-related marketing campaigns, similar to sponsorships, and examined how a consumer's choice of service was influenced by whether the campaign involved high or low congruence between brand and cause.…”

Section: Behavioral Outcomesmentioning

confidence: 99%

Sponsorship-Linked Marketing: Opening the Black Box

Cornwell

Weeks

Roy

2005

Journal of Advertising

503

397

View full text Add to dashboard Cite

Sponsorship of sports, arts, and causes has become a mainstream marketing communications tool. A great deal of fieldwork has attempted to gauge the relative effectiveness of sponsorship in a marketing context, but these weakly controlled field studies contribute little to our understanding of how individuals process sponsorship-linked marketing communications. By considering possible underlying information-processing mechanics, individual-and group-level factors, market factors, and management factors, together with theorized sponsorship outcomes, this paper offers a model of consumer-focused sponsorship-linked marketing communications that summarizes and extends theoretical understanding of the topic.

show abstract

“…For example, Ellen et al (2006) found that when the cause fits well with the company's core activities, this leads to more favourable attributions regarding the company's motives for the campaign, and to higher purchase intentions. The positive roles of fit and perceived motives have been established by numerous other studies (e.g., Becker-Olsen et al, 2006;Pracejus and Olsen;2004). On the other hand, some more recent studies suggest that when both information on fit and information on company motives is present, fit does not seem to have much influence (Barone et al, 2007;Lafferty, 2007).…”

Section: Cause-related Marketingmentioning

confidence: 77%

“…Generally, such a promotion consists of a direct link between product sales and philanthropic donations, e.g., when the company donates a fixed amount of money to a cause for every product sold (Pracejus and Olsen, 2004). While this type of promotion has been popular in North America for some time, companies have so far used it only sparingly in other continents (Lavack and Kropp, 2003).…”

Section: Cause-related Marketingmentioning

confidence: 99%

Creating Consumer Confidence in CSR Communications

Berens

Popma

2014

Communicating Corporate Social Responsibility: Perspectives and Practice

View full text Add to dashboard Cite

A large number of studies have suggested that consumers in Western countries increasingly attach importance to corporate social responsibility (CSR), i.e., the social and environmental activities of the companies they buy from (e.g., Cone, 2005). This is paralleled by an increasing interest in CSR among businesses, particularly large companies. For example, a survey by the Center for Corporate Citizenship at Boston College (CCCBC, 2005) reported that 98% of the large companies surveyed in the U.S. were actively involved in at least some CSR activities, and that 53% were motivated in these activities by the belief that CSR is important to consumers. In

show abstract

The role of brand/cause fit in the effectiveness of cause-related marketing campaigns

Cited by 397 publications

References 16 publications

Examining How Companies’ Support of Tourist Attractions Affects Visiting Intentions: The Mediating Role of Perceived Authenticity

Examining How Companies’ Support of Tourist Attractions Affects Visiting Intentions: The Mediating Role of Perceived Authenticity

Sponsorship-Linked Marketing: Opening the Black Box

Creating Consumer Confidence in CSR Communications

Contact Info

Product

Resources

About