Effect of fit and altruistic attributions in cause brand alliance: the mediating role of perceived brand credibility

Abir Ben Mabrouk and Faouzi Najjar

International Journal of Human Rights and Constitutional Studies, 2022, vol. 7, issue 1, 37-51

Abstract: This research aims to test the mediating role of the perceived brand credibility on consumer attitudes towards brand alliances. The results of a quantitative study among 248 consumers show that the effect of perceived congruence and the effect of attribution of altruistic motives depend on the perceived brand credibility. Moreover, the result highlights the effect of perceived brand credibility in the success of brand cause alliances. The results of the research suggest also that to improve the consumer attitude consumers towards causes brand alliances, companies must show their selflessness to social causes and their commitment to social welfare regardless of the level of credibility.

Keywords: alliance-caused marque; perceived credibility; mediation; bootstrap. (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=120077 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijhrcs:v:7:y:2022:i:1:p:37-51

Access Statistics for this article

More articles in International Journal of Human Rights and Constitutional Studies from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().