Cause-Company Fit in Cause-Related Marketing Campaigns and Consumer Outcomes: A Replication and Extension Using Field Data

Regina V. Frey Cordes, Meike Eilert, Denise Demisch and Bayón, Tomás

Journal of Marketing Behavior, 2020, vol. 4, issue 2-4, 239-248

Abstract: This paper conceptually replicates and extends papers on cause-company fit in cause-related marketing (CM) campaigns and its impact on consumer outcomes, such as Ellen et al. (2006) and Becker-Olsen et al. (2006), through perceived motives. Our results support this relationship using data from actual consumers involved in a CM campaign and finds that consumer cause involvement and general knowledge of the company's corporate social responsibility (CSR) activities strengthens that relationship.

Keywords: Marketing behavior; Branding and Brand Equity (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:now:jnljmb:107.00000068

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