Article2013

Does cause congruence affect how different corporate associations influence consumer responses to cause-related marketing?

24 citations0/0 files storedAustralian Journal of Management

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Consumer Behavior in Brand Consumption and Identification Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability

Abstract

This paper investigates how different corporate associations may influence consumer evaluations and purchase intention in response to cause-related marketing (CRM) and whether this impact is contingent on congruence between the cause and the company. Our experimental study, based on 660 participants, reveals that both corporate ability association and corporate social responsibility association may enhance product evaluation; this effect is mediated through company and CRM campaign evaluations. The study also reveals how these evaluations relate to purchase intention. Furthermore, by identifying the interplay between corporate associations and cause congruence, the study’s results suggest that incongruent causes are preferable for companies more strongly associated with corporate ability, whereas congruent causes are preferable for companies more strongly associated with social responsibility.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1999Corporate Social Responsibility 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 2011Specification, evaluation, and interpretation of structural equation models 1997CORPORATE SOCIAL PERFORMANCE AND ORGANIZATIONAL ATTRACTIVENESS TO PROSPECTIVE EMPLOYEES.

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2021The importance of fit: a predictive model of cause marketing effects 2023Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach 2018The Dual Processing of Donation Size in Cause-Related Marketing (CRM): The Moderating Roles of Construal Level and Emoticons 2021Give Goods or Give Money? The Influence of Cause-Related Marketing Approach on Consumers’ Purchase Intention

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