Cause‐related marketing in pandemic context—The effects of cause‐brand fit and cause‐brand alliance on customer‐based legitimacy and reputation

Sylvaine Castellano (), Rossella Sorio (), Insaf Khelladi, Saeedeh Rezaee Vessal, Judith Partouche-Sebban and Mehmet Orhan ()
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Sylvaine Castellano: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Rossella Sorio: ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Insaf Khelladi: PULV - Pôle Universitaire Léonard de Vinci
Saeedeh Rezaee Vessal: PSB - Paris School of Business - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université
Judith Partouche-Sebban: PSB - Paris School of Business - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université
Mehmet Orhan: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: Even though the COVID-19 pandemic has represented an intense period of stress and anxiety for individuals, it has also been an opportunity for firms to engage in cause-related marketing initiatives as a means of providing support and helping them cope with this global pandemic. This study analyzes the influence of cause–brand fit and cause–brand alliance on customer-based legitimacy and reputation. This study also examines the mediating and moderating roles of trust and betrayal, respectively. Data were collected from 455 participants during the first wave of the pandemic, especially during the first lockdown. The results contribute to unveiling the economic and societal outcomes of cause-related marketing. The findings also enrich the antecedents of the legitimacy and reputation conferred by customers.

Keywords: Betrayal; Cause-related marketing; Legitimacy; Reputation; Trust (search for similar items in EconPapers)
Date: 2023-04-22
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Published in Business ethics, the environment & responsibility, 2023, Special issue, 16 p. ⟨10.1111/beer.12538⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04144099

DOI: 10.1111/beer.12538

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