Cause marketing communications: Consumer inference on attitudes towards brand and cause

Samu, S and Wymer, W (2014) Cause marketing communications: Consumer inference on attitudes towards brand and cause. European Journal of Marketing, 48 (7/8). pp. 1333-1353.

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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.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Samu, SUNSPECIFIED
Item Type: Article
Uncontrolled Keywords: Advertising, Non-profit organizations, Attribution, Cause marketing
Subjects: Business and Management
Marketing
Depositing User: Veeramani R
Date Deposited: 13 Oct 2018 12:07
Last Modified: 13 Oct 2018 12:07
URI: http://eprints.exchange.isb.edu/id/eprint/629
Publisher URL: https://doi.org/10.1108/EJM-04-2012-0226
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0309-0566/
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