Abstract
The author used pizza brands to examine the nature of corporate and non-profit alliances and their impact on trust in the pizza company, brand equity, perceptions of product quality, consumer behavioral intentions towards the pizza brand, evaluations of cause importance and behavioral intentions towards the cause. Pizza brands with strong reputations and pizza brands with weak reputations were paired with popular or not so popular causes. The greatest increases in consumer trust in the pizza company, brand equity, behavioral intentions towards the brand, and perceptions of product quality were realized for the company with the weak reputation, regardless of the popularity of the cause it adopted. The most promising changes for a non-profit occurred when a not so popular cause was teamed with a corporation possessing a strong reputation.
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