The efficacy of cause-related marketing within a social network: The effects of congruency, corporate credibility, familiarity of cause brands, and perceived altruistic motive

Jihye Kim, Jaejin Lee, Soojin Kim

Research output: Contribution to journalArticlepeer-review

14 Scopus citations

Abstract

This study investigates the value of cause-related marketing (CRM) effects by constructing a theoretical model within a social network site. This study aims to evaluate the effects of congruence, brand credibility, and cause brand familiarity within consumer sentiment with regard to a brand collaborating with a cause. A 2 × 2 × 2 factorial experiment design was implemented to investigate the significance of the relationship between consumer attitudes toward a brand, perceived motives, and intention to spread the campaign. The study proposed a two-stage moderated mediation model. The study generated significant results from three-way interactions among the key variables on attitude toward a brand. For participants who were exposed to familiar cause brands, there existed an interaction between congruence and credibility, such that in conditions of high credibility, congruence led to a significantly higher attitude toward the brand than incongruence. However, in conditions of low credibility, attitude toward the brand was very similar for congruent brands and incongruent brands. In addition, the results showed that the effect of attitude toward a brand on behavioral intention was moderated by perceived altruistic motive. This study presents interesting implications for future CRM campaigns.

Original languageEnglish
Pages (from-to)429-455
Number of pages27
JournalJournal of Marketing Communications
Volume23
Issue number5
DOIs
StatePublished - Sep 3 2017

Bibliographical note

Publisher Copyright:
© 2016 Informa UK Limited, trading as Taylor & Francis Group.

Keywords

  • Cause-related marketing
  • altruistic motive
  • congruency
  • corporate credibility
  • familiarity of cause brands

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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