A note on the role of cause type in cause-related marketing

Barbara A. Lafferty and Diane R. Edmondson

Journal of Business Research, 2014, vol. 67, issue 7, 1455-1460

Abstract: This note examines an unexplored area of cause-related marketing: the influence of the cause category on consumer perceptions. The experiment shows that the four cause categories which represent the domain of charitable causes can have a differential effect on attitudes and purchase intention. The health cause category and human services cause category have a greater effect on attitude toward the cause than the animal or environmental cause categories when brand familiarity and cause importance were high. Only the human services category has a greater effect on attitude toward the alliance when brand familiarity and cause importance were high as well as when both were low. For attitude toward the brand and purchase intentions, there were no differences among the cause categories.

Keywords: Cause-related marketing; Cause–brand alliance; Cause category; Attitudes; Purchase intent; Brand familiarity; Cause importance (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296313002865
Full text for ScienceDirect subscribers only

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:eee:jbrese:v:67:y:2014:i:7:p:1455-1460

DOI: 10.1016/j.jbusres.2013.07.021

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().