Change search
ReferencesLink to record
Permanent link

Direct link
Contribution of Cause-Related Marketing (CRM) to Familiar Brands: Is the Effect of Brand-Cause Fit Influenced by Level of Category Involvement?
Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
2011 (English)Conference paper (Refereed)
Abstract [en]

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
Keyword [en]
Advertising effects, cause-related marketing, brand-cause fit
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:su:diva-77449ISBN: 9783834942906 ?OAI: diva2:532808
The 10th International Conference on Research in Advertising (ICORIA)
Available from: 2012-06-12 Created: 2012-06-12 Last updated: 2012-06-20

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Hjalmarson, Hanna
By organisation
Department of Advertising and Public Relations
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 83 hits
ReferencesLink to record
Permanent link

Direct link