Skip to main content
SpringerLink
Log in

Creating successful cause–brand alliances: The role of cause involvement, perceived brand motivations and cause–brand alliance attitude

  • Original Article
  • Published:
Journal of Brand Management Aims and scope Submit manuscript

Abstract

Under increasing pressure from consumers to be socially responsible, more brands than ever are engaging in cause–brand alliances. Two challenges facing brands are how to choose a nonprofit partner for the alliance and the impact of the brand's perceived motivations for engaging in the alliance on consumers’ responses to the alliance. Using a theoretical framework based on the congruity theory and the theory of reasoned action, this study examines the influence of consumer cause involvement, perceived brand motivations and cause–brand alliance attitude on consumers’ intentions to purchase the product associated with a cause–brand alliance. Hypotheses were tested in the context of mock cause–brand alliance press releases in an online survey administered to 742 US college students. Findings indicate that perceived brand motivations partially mediate the relationship between cause involvement and cause–brand alliance attitude, and that cause–brand alliance attitude positively influences purchase intentions. Managerial implications are discussed.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Figure 1
Figure 2
Figure 3
Figure 4

Similar content being viewed by others

References

  • Bagozzi, R.P. (1981) Attitudes, intentions, and behavior: A test of some key hypotheses. Journal of Personality and Social Psychology 41 (4): 607–627.

    Article  Google Scholar 

  • Barone, M.J., Miyazaki, A.D. and Taylor, K.A. (2000) The influence of cause-related marketing on consumer choice: Does one good turn deserve another? Journal of the Academy of Marketing Science 28 (2): 248–262.

    Article  Google Scholar 

  • Becker-Olsen, K.L., Cudmore, A. and Hill, R.P. (2006) The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research 59 (1): 46–53.

    Article  Google Scholar 

  • Bentler, P.M. (1990) Comparative fit indexes in structural models. Psychological Bulletin 107 (2): 238–246.

    Article  Google Scholar 

  • Berger, I.E., Cunningham, P.H. and Kozinets, R.V. (1999) Consumer persuasion through cause-related advertising. Advances in Consumer Research 26 (1): 491–497.

    Google Scholar 

  • Bigné-Alcañiz, E., Currás-Pérez, R. and Sánchez-García, I. (2009) Brand credibility in cause-related marketing: The moderating role of consumer values. Journal of Product and Brand Management 18 (6): 437–447.

    Article  Google Scholar 

  • Bulik, B.S. (2007) Apple, Facebook tops for college students. Advertising Age 8 October: 12.

  • Comrey, A.L. and Lee, H.B. (1992) A First Course in Factor Analysis, 2nd edn. Hillsdale, NJ: Erlbaum.

    Google Scholar 

  • Cone Communications. (2011) Cone/echo global CR opportunity study, http://www.coneinc.com/content1090, accessed 1 December 2011.

  • Davidson, J. (1997) Cancer sells. Working Woman 22 (1): 36–40.

    Google Scholar 

  • Dean, D.H. (2003) Consumer perception of corporate donations. Journal of Advertising 32 (4): 91–102.

    Article  Google Scholar 

  • Demetriou, M., Papasolomou, I. and Vrontis, D. (2010) Cause-related marketing: Building the corporate image while supporting worthwhile causes. Journal of Brand Management 17 (4): 266–278.

    Article  Google Scholar 

  • Dodds, W.B., Monroe, K.B. and Grewal, D. (1991) Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research 28 (3): 307–319.

    Article  Google Scholar 

  • Ellen, P.S., Mohr, L.A. and Webb, D.J. (2000) Charitable organizations and the retailer: Do they mix? Journal of Retailing 76 (3): 393–406.

    Article  Google Scholar 

  • Ellen, P.S., Webb, D.J. and Mohr, L.A. (2006) Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science 34 (2): 147–157.

    Article  Google Scholar 

  • Fishbein, M. and Ajzen, I. (1975) Belief, Attitude, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

    Google Scholar 

  • Grau, S.L. and Folse, J.A.G. (2007) Cause-related marketing. Journal of Advertising 36 (4): 19–33.

    Article  Google Scholar 

  • Gupta, S. and Pirsch, J. (2006) The company-cause-customer fit decision in cause-related marketing. Journal of Consumer Marketing 23 (6): 314–326.

    Article  Google Scholar 

  • Hajjat, M. (2003) Effects of cause-related marketing on attitudes and purchase intentions: The moderating role of cause involvement and donation size. Journal of Nonprofit and Public Sector Marketing 11 (1): 93–109.

    Article  Google Scholar 

  • Hu, L. and Bentler, P.M. (1999) Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling 6 (1): 1–55.

    Article  Google Scholar 

  • Hustvedt, G. and Bernard, J.C. (2010) Effects of social responsibility labeling and brand on willingness to pay for apparel. International Journal of Consumer Studies 34 (6): 619–626.

    Article  Google Scholar 

  • Hyllegard, K.H., Ogle, J.P., Yan, R.-N. and Attmann, J. (2011) Exploring Gen Y responses to an apparel brand's use of cause-related marketing: Does message matter when it comes to support for the breast cancer cause? Clothing and Textiles Research Journal 28 (1): 19–34.

    Article  Google Scholar 

  • John, O.P. and Benet-Martínez, V. (2000) Measurement: Reliability, construct validation, and scale construction. In: H.T. Reis and C.M. Judd (eds.) Handbook of Research Methods in Social and Personality Psychology. Cambridge: University Press, pp. 339–369.

    Google Scholar 

  • Jurisic, B. and Azevedo, A. (2011) Building customer-brand relationships in the mobile communications market: The role of brand tribalism and brand reputation. Journal of Brand Management 18 (4–5): 349–367.

    Article  Google Scholar 

  • Kelley, H.H. (1973) The process of causal attribution. American Psychologist 28 (2): 107–128.

    Article  Google Scholar 

  • Kelley, H.H. and Michela, J.L. (1980) Attribution theory and research. Annual Review of Psychology 31 (1): 457–501.

    Article  Google Scholar 

  • Kilian, T., Hennigs, N. and Langner, S. (2012) Do Millennials read books or blogs? Introducing a media usage typology of the internet generation. Journal of Consumer Marketing 29 (2): 114–124.

    Article  Google Scholar 

  • Lafferty, B.A., Goldsmith, R.E. and Hult, G.T.M. (2004) The impact of the alliance on the partners: A look at cause-brand alliances. Psychology and Marketing 21 (7): 509–531.

    Article  Google Scholar 

  • Menon, S. and Kahn, B.E. (2003) Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand? Journal of Consumer Psychology 13 (3): 316–327.

    Article  Google Scholar 

  • Mitchell, A.A. and Olsen, J.C. (1981) Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research 18 (3): 318–332.

    Article  Google Scholar 

  • Mohr, L.A and Webb, D.J. (2005) The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs 39 (1): 121–147.

    Article  Google Scholar 

  • Mohr, L.A., Webb, D.J. and Harris, K.E. (2001) Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs 35 (1): 45–72.

    Article  Google Scholar 

  • Moosmayer, D.C. and Fuljahn, A. (2010) Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing 27 (6): 543–549.

    Article  Google Scholar 

  • Myers, B. and Kwon, W.-S. (2012) A Model of Antecedents of Consumers’ Post Brand Attitude upon Exposure to a Cause-brand Alliance. University of Missouri Department of Textile and Apparel Management Working Paper Series.

  • Nowak, L., Thach, L. and Olsen, J.E. (2006) Wowing the Millennials: Creating brand equity in the wine industry. Journal of Product and Brand Management 15 (4): 316–323.

    Article  Google Scholar 

  • O' Donnell, J. (2006) Gen Y sits on top of consumer food chain; They’re savvy shoppers with money and influence. USA Today 11 October: 3B.

  • Osgood, C.E. and Tannenbaum, P.H. (1955) The principle of congruity in the prediction of attitude change. Psychological Review 62 (1): 42–55.

    Article  Google Scholar 

  • Rifon, N.J., Choi, S.M., Trimble, C.S. and Li, H. (2004) Congruence effects in sponsorship. Journal of Advertising 33 (1): 29–42.

    Article  Google Scholar 

  • Robinson, J.P., Shaver, P.R. and Wrightsman, L.S. (eds.) (1991) Criteria for scale selection and evaluation. In: Measures of Personality and Social Psychological Attitudes. San Diego, CA: Academic Press, pp. 1–15.

    Chapter  Google Scholar 

  • Ross III, J.K., Stutts, M.A. and Patterson, L.T. (1991) Tactical considerations for the effective use of cause-related marketing. Journal of Applied Business Research 7 (2): 58–64.

    Article  Google Scholar 

  • Sherif, C.W., Sherif, M. and Nebergall, R.E. (1965) Attitude and Attitude Change. Philadelphia, PA: Saunders.

    Google Scholar 

  • Simmons, C.J. and Becker-Olsen, K.L. (2006) Achieving marketing objectives through social sponsorships. Journal of Marketing 70 (4): 154–169.

    Article  Google Scholar 

  • Spears, N. and Singh, S.N. (2004) Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising 26 (2): 53–66.

    Article  Google Scholar 

  • Trimble, C.S. and Rifon, N.J. (2006) Consumer perceptions of compatibility in cause-related marketing messages. International Journal of Nonprofit and Voluntary Sector Marketing 11 (1): 29–47.

    Article  Google Scholar 

  • Varadarajan, P.R. and Menon, A. (1988) Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing 52 (3): 58–74.

    Article  Google Scholar 

  • Zaichkowsky, J.L. (1994) The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising 23 (4): 59–70.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Missouri, 137 Stanley Hall, Columbia, 65211, MO, USA

    Beth Myers, Wi-Suk Kwon & Sandra Forsythe

Authors
  1. Beth Myers
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Wi-Suk Kwon
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Sandra Forsythe
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Beth Myers.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Myers, B., Kwon, WS. & Forsythe, S. Creating successful cause–brand alliances: The role of cause involvement, perceived brand motivations and cause–brand alliance attitude. J Brand Manag 20, 205–217 (2013). https://doi.org/10.1057/bm.2012.34

Download citation

  • Received:

  • Revised:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/bm.2012.34

Keywords

Search

Navigation