How does brand-cause fit influence the success of CrM campaigns?

Abstract

Investment in Cause-Related Marketing (CrM) is growing, as consumers are becoming more socially concerned and demanding in terms of corporate socially responsible practices. Furthermore, the use of CrM can result in several benefits for the company, the cause supported and consumers. Since brand-cause fit is a key determinant of the success of CrM, this study will analyse the underlying factors that affect the relationship between brand-cause fit and consumer response to CrM. A qualitative research strategy was employed, using a case study methodology with a sample of five CrM campaigns. Findings suggest that the impact of brand-cause fit on purchase intention is often affected by factors, such as consumer-cause involvement and corporate image, which decrease the effect of consumers' evaluations of fit. A favourable corporate image, positive track record of CrM initiatives, high consumer-cause engagement and cause relevance increase consumer trust in the company/brand and affect the success of CrM.