Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation

Anran Zhang, Alex Scodellaro, Bo Pang, Hui-Yi Lo and Zhengliang Xu
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Anran Zhang: School of Management, Jilin University, Changchun 130022, China
Alex Scodellaro: Social Marketing @ Griffith, Griffith University, Brisbane, QLD 4111, Australia
Bo Pang: Social Marketing @ Griffith, Griffith University, Brisbane, QLD 4111, Australia
Hui-Yi Lo: Department of Marketing, National Chung Hsing University, Taichung 402, Taiwan
Zhengliang Xu: School of Management, Jilin University, Changchun 130022, China

Sustainability, 2020, vol. 12, issue 20, 1-17

Abstract: In cause-related marketing (CRM) programs, the fit between the cause and brand is an important factor influencing consumer perceptions and behavior. However, the literature demonstrates that there is disagreement regarding the effect of cause–brand fit on consumer responses with varying corporate reputation. This study aims to examine the influence of cause–brand fit on consumer attitudes, attributed company motives, and the moderating role of corporate reputation. With a two (fit: high/low) by three (reputation: low/medium/high) experimental study, we reveal that consumers hold positive attitudes toward companies that engage in CRM campaigns. The effect of cause–brand fit on consumer-attributed company motives is moderated by corporate reputation. For low-reputation companies, a high cause–brand fit CRM campaign resulted in consumers attributing more negative motives to companies than low-fit campaigns. The opposite was true for medium-reputation companies. Meanwhile, high-reputation companies with a high cause–brand fit elicit greater value-driven attributed motives from consumers than other motives. Recommendations for implementing CRM programs and for future research are discussed.

Keywords: cause-related marketing; cause–brand fit; corporate reputation; attributed motives; consumer attitudes (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:20:p:8338-:d:425813

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