Demonstrating a lack of brand/cause effects on point of sale donations

Coleman Joshua T. () and Peasley Michael C.
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Peasley Michael C.: Fogelman College of Business and Economics University of Memphis, United States of America

Management & Marketing, 2015, vol. 10, issue 3, 226-243

Abstract: Point of sale cause-related marketing has raised over $2 billion for charities over the past 30 years, yet the subject remains largely unexplored in academic literature. The subject of brand/cause fit, however, is prolific throughout extant research, with many studies showing that high congruence between a company and a charity is necessary to achieve philanthropic success. This paper challenges current marketing thinking both conceptually and empirically. Employing tests of no-effect hypotheses following the guidelines set out by Cortina and Folger (1998), it is established that, in the point of sale cause-related marketing context, the traditional effects of brand/cause fits do not apply. Across three studies involving experimental designs and over 500 respondents, the results of one-way ANOVA analyses consistently demonstrate that a low brand/cause fit can be just as effective as a high/brand cause fit. These findings contribute to a profound understanding of social efforts such as cause-related marketing may not be as simple or easily understood as was once thought.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:10:y:2015:i:3:p:226-243:n:4

DOI: 10.1515/mmcks-2015-0016

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