True or performative allyship: A matter of perception in search of cause-related marketing authenticity

Abstract

Cause-related marketing (CRM) has experienced remarkable growth over the past few decades, especially in the hospitality industry. However, concerns have arisen regarding performative CRM allyship, where companies engage in visible public support for a cause without costly actions. Little research has investigated how average consumers respond to such performative allyship. Additionally, while celebrity endorsement has been extensively studied in the context of product marketing, its influence on socially oriented communications remains understudied. Across two pilot studies and three scenario-based experiments, this research defines and differentiates true and performative CRM allyship. Study 1 shows that consumers fail to identify the inauthenticity embedded in performative CRM and hold similarly positive perceptions of true and performative CRM initiatives. Study 2 and Study 3 explore the impact of celebrity endorsements in CRM initiatives and the underlying mechanisms. Two boundary conditions, endorser type (traditional celebrity vs. social media influencer) and endorser-cause fit (expertise vs. experience), are examined to show when performative CRM is justifiable or unacceptable.