8The effect of fit and dominance in cause marketing communications精选.pdfVIP

Available online at Journal of Business Research 62 (2009) 432 – 440 The effect of fit and dominance in cause marketing communications Sridhar Samu a,⁎,1 , Walter Wymer b,1,2 a Indian School of Business, Hyderabad, India, 500032, India b Faculty of Management, 4401 University Dr W Lethbridge AB, T1K 3M4, Canada Received 30 April 2006; accepted 31 January 2008 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. © 2008 Elsevier Inc. All rights reserved. Keywords: Cause marketing; Advertising; Nonprofit; Brands Business firms are increasingly linking their brands with which the brand and cause are perceived as compatible or causes/charities to achieve corporate and nonprofit objectives. congruent with each other (Pracejus and Olsen, 2004), and Such relationships have been referred to as cause marketing or dominance, the relative emphasis given to brand/cause in a cause–brand alliances (Lafferty et al., 2004). Spending on such particular message. While perceived fit has been studied before, progr