Article2023

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

Sylvaine Castellano · Insaf Khelladi · Rossella Sorio · Saeedeh Rezaee Vessal · Judith Partouche‐Sebban

9 citations0/0 files storedBusiness Ethics the Environment & Responsibility

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Consumer Behavior in Brand Consumption and Identification Corporate Social Responsibility and Sustainability Corporate Identity and Reputation

Abstract

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.

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1995Managing Legitimacy: Strategic and Institutional Approaches 1979The External Control of Organizations: A Resource Dependence Perspective 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1990Consumer Evaluations of Brand Extensions 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2020Effects of COVID-19 on business and research 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy 2020The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy

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