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The dual-process model of similarity in cause-related marketing: How taxonomic versus thematic partnerships reduce skepticism and increase purchase willingness

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  • Mendini, Monica
  • Peter, Paula C.
  • Gibbert, Michael

Abstract

The “fit” between brand and cause has received considerable attention in the study of effective cause-related marketing. However, the literature is largely ambivalent in terms of what fit means, as little systematic research has looked into the relationship between cause and brand and its impact on consumers' skepticism, and in turn, on willingness to purchase. By drawing on the dual-process of similarity, four studies provide evidence on the role of thematic vs. taxonomic similarity in reducing skepticism and help companies understand which causes to support. Specifically, our results show that willingness to purchase the brand is higher in thematic partnerships and, counter intuitively, skepticism is higher in taxonomic partnerships. We discuss the results in light of the role of trust as mediator and regulatory focus as moderator of the effect. We offer theoretical and managerial implications of these results, discussed considering the demand for companies to be more socially responsible.

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  • Mendini, Monica & Peter, Paula C. & Gibbert, Michael, 2018. "The dual-process model of similarity in cause-related marketing: How taxonomic versus thematic partnerships reduce skepticism and increase purchase willingness," Journal of Business Research, Elsevier, vol. 91(C), pages 195-204.
    • Handle: RePEc:eee:jbrese:v:91:y:2018:i:c:p:195-204
    DOI: 10.1016/j.jbusres.2018.06.010
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    Cited by:

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    2. Nguyen, Nga & Priporas, Constantinos-Vasilios & McPherson, Mark & Manyiwa, Simon, 2023. "CSR-related consumer scepticism: A review of the literature and future research directions," Journal of Business Research, Elsevier, vol. 169(C).
    3. Anran Zhang & Pamela Saleme & Bo Pang & James Durl & Zhengliang Xu, 2020. "A Systematic Review of Experimental Studies Investigating the Effect of Cause-Related Marketing on Consumer Purchase Intention," Sustainability, MDPI, vol. 12(22), pages 1-23, November.
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    5. Kulow, Katina & Kwon, Mina & Barone, Michael J., 2021. "Does seeing bad make you do good? How witnessing retail transgressions influence responses to cause marketing offers," Journal of Business Research, Elsevier, vol. 132(C), pages 680-692.
    6. Susana Costa e Silva & Paulo Duarte & Ana Filipa Lopes Marinho & Božidar Vlačić, 2021. "How permeable to cause-related marketing are millennials?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 335-360, September.
    7. Tejaswi Patil & Zillur Rahman, 2023. "Mapping the Cause-Related Marketing (CRM) field: document co-citation and bibliographic coupling approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 491-520, June.
    8. Prasant Kumar Pandey & Naval Bajpai & Abhijeet V. Tiwari, 2024. "Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 479-509, June.
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    10. Taemin Kim & Jeesun Kim, 2021. "How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes," Sustainability, MDPI, vol. 13(12), pages 1-15, June.
    11. Arslanagic-Kalajdzic, Maja & Kadic-Maglajlic, Selma & Dlacic, Jasmina & Zabkar, Vesna, 2022. "“We Go Together”: Understanding social cause-related purchase intentions of young adults," Journal of Business Research, Elsevier, vol. 140(C), pages 130-142.
    12. Didier Louis & Cindy Lombart, 2024. "Impact of a corporate social responsibility message on consumers' sustainable behaviours and purchase intentions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 579-599, January.
    13. Panzone, Luca A., 2022. "Conditional Promotion With A Costly Reward: An Evaluation Of A Campaign To Motivate Consumption Of Fruit And Vegetables," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322058, Agricultural and Applied Economics Association.
    14. Nic S Terblanche & Christo Boshoff & Debbie Human-Van Eck, 2023. "The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 193-223, March.
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