"The importance of fit: a predictive model of cause marketing effects" by Michelle Rego and Mark A. Hamilton
 

Document Type

Article

Abstract

A predictive model was developed to help brands improve cause-related marketing campaigns by identifying the most impactful relationships among important campaign variables. The largest effect in the MASEM model (K = 81, N = 25,554) was found for cause-brand fit on attitudes toward the cause-brand alliance (β = .40). Two of the four proposed belief factors examined acted as mediating variables: consumers’ involvement with the cause and their skepticism. Three attitude factors mediated the impact of beliefs on CRM purchase intentions: perceptions of cause-brand fit, attitude toward the brand, and attitudes toward the CRM alliance. Skepticism also had a direct negative effect on CRM purchase intentions.

DOI

doi.org/10.1080/10696679.2021.1901594

Citation/Publisher Attribution

Taylor and Francis Online

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