Investigating the impact of brand vs cause interaction on cause related advertisements

Daniel Inbaraj Jublee, Dharun Kasilingam and Gladys Stephen

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

Abstract: Cause-related Marketing (CRM) strategies have been widely implemented by numerous brands in their communication with customers through advertisements. This research employs four quasi-experimental studies to understand how brands and cause related variables interact to impact attitude towards advertisements and brands. Study I (n = 623) seek to understand the influence of brand related variables, namely, brand familiarity, brand importance, and brand association on the attitude towards advertisements and brands. Study II (n = 722) shows the moderating effect of advertisement type (CRM vs non-CRM) on the relationships connecting branding variables to advertisement and brand attitude. In Study III (n = 637), the effect of cause related dimension, namely, cause familiarity, cause importance, and cause brand fit on the attitude towards advertisement and brands is studied. Finally, study IV (n = 549) shows the interaction effect of brand and cause related dimensions on the attitude towards advertisements and brands. Results indicate cause brand fit to be the most significant variable affecting attitudes followed by brand association, brand importance, and cause importance. Cause importance also interacted with brand importance and brand association to cause a positive and negative magnifying effect on the advertisement attitudes respectively.

Keywords: Cause related marketing; Attitude towards CRM; CRM advertisements; Antecedents of CRM; Brand; and cause importance (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002758

DOI: 10.1016/j.jretconser.2023.103524

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