Abstract
PurposeBuilding on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the effects of cause familiarity on individuals' attitudes toward a brand and how cause–brand fit mediates this relationship. Furthermore, this study explores how perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand.Design/methodology/approachA quantitative research design was adopted. Data collection was performed through snowball sampling of French and Turkish participants (N = 455). The collected data were then analyzed using the PROCESS macro for SPSS.FindingsThe results reveal a significant effect of cause familiarity on attitude toward the brand, wherein one's attitude toward fit in a cause–brand alliance serves as a mediator in this relationship. The results also indicate that perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand. However, when it comes to facing a global pandemic, culture has no significant effect on consumers' perceptions and attitudes toward cause–brand alliances.Originality/valueThis research investigates the enhancement of attitudes toward a brand through an alliance with a familiar cause and explains this relationship via attitudes toward fit in such an alliance. Moreover, it provides novel insights into perceived betrayal as a variable that can lead to a more pronounced relationship between attitude toward fit and attitude toward a brand.
Subject
Marketing,Business and International Management
Reference89 articles.
1. Consumer evaluations of brand extensions;Journal of Marketing,1990
2. Ad Age (2020), “How marketers responded to the coronavirus in the first three months”, available at: https://adage.com/article/cmo-strategy/how-marketers-responded-coronavirus-first-three-months/2244251 (accessed 20 January 2022)
3. The influence of cause-related marketing on consumer choice: does one good turn deserve another?;Journal of the Academy of Marketing Science,2000
4. Consumer response to retailer use of cause-related marketing: is more fit better?;Journal of Retailing,2007
5. The impact of perceived corporate social responsibility on consumer behavior;Journal of Business Research,2006
Cited by
3 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献