The effect of fit and dominance in cause marketing communications

Samu, S and Wymer, W (2009) The effect of fit and dominance in cause marketing communications. Journal of Business Research, 62 (4). pp. 432-440.

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Abstract

Consumer processing of cause marketing communications featuring a brand and a cause is investigated in the context of the communication format (perceived fit and dominance) on consumer attitudes and behavioral intentions. Two studies using different forms of communication, public service announcement (PSA) and cause-related marketing advertisement (CRM ad), are used to examine these effects. Findings suggest that both factors are important to consider in any joint communication. While high fit is critical for brands, dominance is shown to be important for both in joint communications.

Affiliation:	Indian School of Business
ISB Creators:	ISB Creators ORCiD Samu, S UNSPECIFIED
Item Type:	Article
Uncontrolled Keywords:	Advertising; Brands; Cause marketing; Nonprofit
Subjects:	Marketing Information Technology and Economy
Depositing User:	Ilammaran A
Date Deposited:	04 Nov 2014 13:56
Last Modified:	11 Feb 2019 15:37
URI:	http://eprints.exchange.isb.edu/id/eprint/163
Publisher URL:	http://dx.doi.org./10.1016/j.jbusres.2008.01.039
Publisher OA policy:	http://www.sherpa.ac.uk/romeo/issn/0148-2963/
Related URLs:	Google Scholar

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