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Benefits of cause-related marketing for companies and nonprofits: focusing on the roles of self-corporate congruity and issue involvement

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  • Hyun Ju Jeong

    (University of Kentucky)

  • Jihye Kim

    (University of Kentucky)

Abstract

This experimental study aims to examine how cause-related marketing (CRM) can bring a win-win outcome to a company and its nonprofit partner. Specifically, this study investigates the extent to which consumers perceive image-congruity between self and corporation (self-corporate congruity) plays a key role in achieving business and social gains in the domain of CRM. The finding demonstrates that self-corporate congruity positively affects consumer intentions to not only buy the cause-related products, but also support the cause-related issues. Further, it shows that issue-supporting intentions partially mediate the effect of self-corporate congruity on product-buying intentions, and this mediating role is also moderated by the degree of issue involvement. That is, when consumers have low involvement in cause-related issues, self-corporate congruity positively influences product-buying intentions through a psychological mediator of issue-supporting intentions. However, this event disappears when consumers have high involvement in the issues. Theoretical and practical implications for companies, nonprofits, and consumer researchers are discussed with specific reference to CRM.

Suggested Citation

  • Hyun Ju Jeong & Jihye Kim, 2020. "Benefits of cause-related marketing for companies and nonprofits: focusing on the roles of self-corporate congruity and issue involvement," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 317-330, September.
    • Handle: RePEc:spr:irpnmk:v:17:y:2020:i:3:d:10.1007_s12208-020-00247-2
    DOI: 10.1007/s12208-020-00247-2
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    References listed on IDEAS

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    1. Sirgy, M. Joseph & Lee, Dong-Jin & Johar, J.S. & Tidwell, John, 2008. "Effect of self-congruity with sponsorship on brand loyalty," Journal of Business Research, Elsevier, vol. 61(10), pages 1091-1097, October.
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    4. Jayesh D. Patel & Dharmesh D. Gadhavi & Yupal S. Shukla, 2017. "Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(1), pages 1-18, March.
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    Cited by:

    1. Hina Yaqub Bhatti & M. Mercedes Galan-Ladero & Clementina Galera-Casquet, 2023. "Cause-related marketing: a systematic review of the literature," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 25-64, March.
    2. Miranda Mafalda M. & Silva Susana Costa e & Duarte Paulo & Glaser-Segura Daniel, 2020. "Cause-Related Marketing: Do Managers Understand and Use This Tool?," Management & Marketing, Sciendo, vol. 15(4), pages 587-604, December.

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