The role of brand/cause fit in the effectiveness of cause-related marketing campaigns

Previous studies of cause-related marketing (CRM) have demonstrated that it can impact consumer choice. We replicate and extend these findings using choice-based conjoint. Two studies involving 329 respondents show that fit between brand and charity can impact choice. In terms of trade-offs against...

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Bibliographic Details
Published in:Journal of business research 2004-06, Vol.57 (6), p.635-640
Main Authors: Pracejus, John W., Olsen, G.Douglas
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Brand image
Brands
Business studies
Causality
Charities
Conjoint analysis
Corporate sponsorship
Donations
Marketing
Studies
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Summary:Previous studies of cause-related marketing (CRM) have demonstrated that it can impact consumer choice. We replicate and extend these findings using choice-based conjoint. Two studies involving 329 respondents show that fit between brand and charity can impact choice. In terms of trade-offs against price discounts, donation to a high-fit charity can result in 5–10 times the value of donation to a low-fit charity. We also find, however, that in both studies, the value of CRM does not justify its cost, at least in terms of short-term sales. Implications for the selection of optimal donation levels for CRM campaigns are discussed.
ISSN:0148-2963
1873-7978
DOI:10.1016/S0148-2963(02)00306-5