Contribution of Cause-Related Marketing (CRM) to Familiar Brands: Is the Effect of Brand-Cause Fit Influenced by Level of Category Involvement?
2011 (English)Conference paper (Refereed)
The purpose of this paper is to examine how the impact of cause-related marketing (CRM) on familiar brands varies with level of brand/cause fit and product category involvement. According to the results of an experimental study, effects of CRM were scarce. Following previous research, it was expected that CRM messages, especially high fit messages and especially in high involvement conditions, would have a positive influence on advertising effects, but this could not be supported. The results nevertheless warrant further research on the topic.
Place, publisher, year, edition, pages
Advertising effects, cause-related marketing, brand-cause fit
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-77449ISBN: 9783834942906 ?OAI: oai:DiVA.org:su-77449DiVA: diva2:532808
The 10th International Conference on Research in Advertising (ICORIA)