Creating Effective Cause-Related Marketing Campaigns: The Role of Cause-Brand Fit, Campaign News Source, and Perceived Motivations

Clothing and Textiles Research Journal

Volumn 30, Issue 3, 2012, Pages 167-182

  Myers, Beth ^a   Kwon, Wi Suk ^b   Forsythe, Sandra ^b  

^a UNIVERSITY OF MISSOURI   (United States)

^b AUBURN UNIVERSITY   (United States)

Author keywords

attitude; brand; cause; consumer behavior; fit; marketing; motivation; social responsibility; sustainability

Indexed keywords

EID: 84865525817     PISSN: 0887302X     EISSN: None     Source Type: Journal    
DOI: 10.1177/0887302X12452339     Document Type: Article

References (59)

1. Barone M. J.,Miyazaki A. D.,Taylor K. A.The influence of cause-related marketing on consumer choice: Does one good turn deserve another?.Journal of the Academy of Marketing Science. 2000;28:248-262.
2. Basil D.Z.,Herr P.M.Attitudinal balance and cause-related marketing: An empirical application of balance theory.Journal of Consumer Psychology. 2006;16:391-403.
3. Bigné-Alcañiz E.,Currás-Pérez R.,Sánchez-García I.Brand credibility in cause-related marketing: The moderating role of consumer values.Journal of Product and Brand Management. 2009;18:437-447.
4. Becker-Olsen K.L.,Cudmore A.,Hill R.P.The impact of perceived corporate social responsibility on consumer behavior.Journal of Business Research. 2006;59:46-53.
5. Becker-Olsen K.L.,Hill R.P.The impact of sponsor fit on brand equity: The case of nonprofit service providers.Journal of Service Research. 2006;9:73-83.
6. Bentler P.M.Comparative fit indices in structural models.Psychological Bulletin. 1990;107:238-246.
7. Brown T.Confirmatory factor analysis for applied research. New York, NY: Guilford Press; 2006:.
8. CarrollJ. (2007, April 20). Polluted drinking water is public's top environmental concern. Gallop Daily News. Retrieved May 9, 2009, fromhttp://www.gallup.com/poll/27274/Polluted-Drinking-Water-Publics-Top-Environmental-Concern.aspx.
9. Cause Marketing Forum. (2012). The growth of cause marketing. Retrieved February 4, 2012, fromhttp://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6452355/apps/s/content.asp?ct=8965443.
10. Chaiken S.Heuristic versus systematic information processing and the use of source versus message cues in persuasion.Journal of Personality and Social Psychology. 1980;39:752-766.
11. Chang C.-T.Guilt appeals in cause-related marketing: The subversive roles of product type and donation magnitude.International Journal of Advertising. 2011;30:587-616.
12. Clark J.K.,Evans A.T.,Wegener D.T.Perceptions of source efficacy and persuasion: Multiple mechanisms for source effects on attitudes.European Journal of Social Psychology. 2011;41:596-607.
13. Cone, Inc. (2008). Cone cause evolution study. Retrieved May 8, 2009, fromhttp://www.coneinc.com/content1090.
14. Dean D.H.Associating the corporation with a charitable event through sponsorship: Measuring the effects on corporate community relations.Journal of Advertising. 2002;31:77-78.
15. Drumwright M.E.Company advertising with a social dimension: The role of noneconomic criteria.Journal of Marketing. 1996;60:71-87.
16. Eagley A.H.,Wood W.,Chaiken S.Causal influences about communicators and their effect on opinion change.Journal of Personality and Social Psychology. 1978;36:424-435.
17. Ellen P.S.,Webb D.J.,Mohr L.A.Building corporate associations: Consumer attributions for corporate socially responsible programs.Journal of the Academy of Marketing Science. 2006;34:147-157.
18. Fornell C.,Larcker D.F.Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research. 1981;18:39-50.
19. Grau S.L.,Folse J.A. G.Cause-related marketing (CRM).Journal of Advertising. 2007;36:19-33.
20. Gupta S.,Pirsch J.The company-cause-customer fit decision in cause-related marketing.Journal of Consumer Marketing. 2006;23:314-326.
21. Hall C. Brand power; the top 12 most searched for apparel brands online in February.Women's Wear Daily. 2007, April 5;193 (72): 12.
22. Hair J.F.,Black W.C.,Babin B.J.,Anderson R.,Tatham R.Multivariate data analysis. 1998). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Prentice-Hall.Upper Saddle River, NJ: Prentice-Hall; 1998:.
23. Hamlin R.P.,Wilson T.The impact of cause branding on consumer reactions to products: Does product/cause 'fit' really matter?.Journal of Marketing Management. 2004;20:663-681.
24. Hawley J.Digging for diamonds: A conceptual framework for understanding reclaimed textile products.Clothing and Textiles Research Journa. 2006;24:262-275.
25. Heider F.The psychology of interpersonal relations. New York, NY: John Wiley; 1958:.
26. Hoeffler S.,Keller K.L.The marketing advantages of strong brands.Brand Management. 2003;10:421-445.
27. Hu L.,Bentler P.M.Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives.Structural Equation Modeling. 1999;6:1-55.
28. Hyllegard K.H.,Ogle J.P.,Yan R.-N.,Attmann J.Exploring Gen Y responses to an apparel brand's use of cause-related marketing: Does message matter when it comes to support for the breast cancer cause?.Clothing and Textiles Research Journal. 2010;28:19-34.
29. Josephson N.American Express raises corporate giving to marketing art.Advertising Age. 1984;55:10-11.
30. Kelley H.H.,Michela J.L.Attribution theory and research.Annual Review of Psychology. 1980;31:457-501.
31. Lafferty B.A.The relevance of fit in a CRM campaign when consumers evaluate corporate credibility.Journal of Business Research. 2007;60:447-453.
32. Lafferty B.A.,Edmondson D.R.Portraying the cause instead of the brand in cause-related marketing ads: Does it really matter?.Journal of Marketing Theory and Practice. 2009;17:129-141.
33. Lafferty B.A.,Goldsmith R.E.Cause-brand alliances: Does the cause help the brand or does the brand help the cause?.Journal of Business Research. 2005;58:423-429.
34. Lii Y.-S.,Lee M.Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of a firm.Journal of Business Ethics. 2011;105:69-81.
35. Menon S.,Kahn B.E.Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand?.Journal of Consumer Psychology. 2003;13:316-327.
36. Mohr L.A.,Webb D.J.,Harris K.E.Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior.Journal of Consumer Affairs. 2001;35:45-72.
37. Moore D.J.,Mowen J.C.,Reardon R.Multiple sources in advertising appeals: When product endorsers are paid by the advertising sponsor.Journal of the Academy of Marketing Science. 1994;22:234-243.
38. Moosmayer D.C.,Fulijahn A.Consumer perceptions of cause related marketing campaigns.Journal of Consumer Marketing. 2010;27:543-549.
39. Myers B.,Kwon W.-S.A Model of Antecedents of Consumers' Post Brand Attitude upon Exposure to a Cause-Brand Alliance. 2012;:.
40. Nan X.,Heo K.Consumer responses to corporate social responsibility initiatives: Examining the role of brand-cause fit in cause-related marketing.Journal of Advertising. 2007;36:63-74.
41. O' Donnell J.Gen Y sits on top of consumer food chain; they're savvy shoppers with money and influence.USA Today. 2006, October 11;3B:.
42. Osgood C.E.,Tannebaum P.H.The principle of congruity in the prediction of attitude change.Psychological Review. 1955;62:42-55.
43. Park H.,Lennon S.J.The organizational factors influencing social responsible apparel buying/sourcing.Clothing and Textiles Research Journal. 2006;24:229-247.
44. Rifon N.J.,Choi S.M.,Trimble C.S.,Li H.Congruence effects in sponsorship.Journal of Advertising. 2004;33:29-42.
45. Robinson J.P.,Shaver P.R.,Wrightsman L.S.Measures of personality and social psychological attitudes. Robinson J.P.Shaver P.R.Wrightsman L.S., ed. San Diego, CA: Academic Press; 1991:1-15.
46. Samu S.,Wymer W.The effect of fit and dominance on cause marketing communications.Journal of Business Research. 2009;62:432-440.
47. Simmons C.J.,Becker-Olsen K.L.Achieving marketing objectives through social sponsorships.Journal of Marketing. 2006;70:154-169.
48. Sobel M.E.Asymptotic confidence interval for indirect effects in structural equation models.Sociological Methodology. 1982;13:290-312.
49. Spears N.,Singh S.N.Measuring Attitude toward the brand and purchase intentions.Journal of Current Issues and Research in Advertising. 2004;26:53-66.
50. Tsai S.-P.Modeling strategic management for cause-related marketing.Marketing Intelligence and Planning. 2009;27:649-665.
51. Thibaut J.W.,Riecken H.W.Some determinants and consequences of the perception of social causality.Journal of Personality. 1955;24:113-133.
52. Trimble C.S.,Rifon N.J.Consumer perceptions of compatibility in cause-related marketing messages.International Journal of Nonprofit and Voluntary Sector Marketing. 2006;11:29-47.
53. U.S. Census Bureau. (2009, October). Current Population Survey. Retrieved June 3, 2011, fromhttp://www.census.gov/population/www/socdemo/school/cps2009.html.
54. Varadarajan P.R.,Menon A.Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy.Journal of Marketing. 1988;52:58-74.
55. VernonK. (2010). Minority mobile and social media use by the numbers. Everywhere All the Time. Retrieved June 3, 2011, fromhttp://everywhereallthetime.com/?p=272.
56. Weiner B.Achievement motivation and attribution theory. Morristown, NJ: General Learning Press; 1974:.
57. Weiner B.Attributional thoughts about consumer behavior.Journal of Consumer Research. 2000;27:382-387.
58. Weiner J.L.,LaForge R.W.,Goolsby J.R.Personal communication in marketing: An examination of self-interest contingency relationships.Journal of Marketing Research. 1990;27:227-231.
59. Yalch R.F.,Elmore-Yalch R.The effect of numbers on the route to persuasion.Journal of Consumer Research. 1984;11:522-527.