Article2014

Cause marketing communications

48 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Social Responsibility and Sustainability

Abstract

Purpose – This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects of attributions of partner motives in cause marketing advertisements. Design/methodology/approach – Two experiments, one with students and the second with a more representative sample of the population were used to investigate the effects. ANOVA and structural equation modeling were used to test the relationships. Findings – Fit and salience were found to be key moderators on the effect of type of message on consumer responses. While brands can use a buy message when they are salient, this benefits them only when fit is high. For informational messages, cause salience leads to positive outcomes, especially when fit is low. Further, consumer attributions of partner motives mediate responses to the advertisement. Research limitations/implications – Type of message is an important variable that needs to be selected with care. However, the moderating effects of fit and salience and the mediating effects of consumer attributions of partner motives may be able to overcome type of message. Practical implications – Initial partner selection is critical for the brand. A second key factor is inferences due to the specific message, fit and salience. Nonprofit firms have less to worry about fit compared to brands as attitude and behavioral intentions are high under both fit conditions. Social implications – Cause marketing can be used successfully to benefit both brand and cause simultaneously. Originality/value – This study examines the effects for both brands and causes and suggests ways in which both can benefit, leading to a win–win situation. This is an important contribution to the cause marketing field.

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References

2006Corporate Social Responsibility, Customer Satisfaction, and Market Value 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy 2000Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 2005The effects of corporate social responsibility and price on consumer responses 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 2000The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?

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2017How motivations for CSR and consumer-brand social distance influence consumers to adopt pro-social behavior 2019The effect of cause-related marketing on firm value: a look at Fortune’s most admired all-stars 2019Time versus money: The role of perceived effort in consumers' evaluation of corporate giving 2017The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review

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