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The effect of fit and dominance in cause marketing communications

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  • Samu, Sridhar
  • Wymer, Walter

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.

Suggested Citation

  • Samu, Sridhar & Wymer, Walter, 2009. "The effect of fit and dominance in cause marketing communications," Journal of Business Research, Elsevier, vol. 62(4), pages 432-440, April.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:4:p:432-440
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    References listed on IDEAS

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    1. Richard Z. Gooding & Angelo J. Kinicki, 1995. "Interpreting Event Causes: The Complementary Role Of Categorization And Attribution Processes," Journal of Management Studies, Wiley Blackwell, vol. 32(1), pages 1-22, January.
    2. Pracejus, John W. & Olsen, G. Douglas, 2004. "The role of brand/cause fit in the effectiveness of cause-related marketing campaigns," Journal of Business Research, Elsevier, vol. 57(6), pages 635-640, June.
    3. Peterson, Robert A, 2001. "On the Use of College Students in Social Science Research: Insights from a Second-Order Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 450-461, December.
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