Journal of Marketing Behavior > Vol 4 > Issue 2-4

Cause-Company Fit in Cause-Related Marketing Campaigns and Consumer Outcomes: A Replication and Extension Using Field Data

Regina V. Frey Cordes, International University Bad Honnef, Germany, regina.frey@gmail.com , Meike Eilert, Gatton College of Business and Economics, University of Kentucky, USA, mei224@uky.edu , Denise Demisch, University of Applied Sciences Bielefeld, Germany, Denise.demisch@fhbielefeld.de , Tomás Bayón, German Graduate School of Management and Law, Germany, tomas.bayon@ggs.de
 
Suggested Citation
Regina V. Frey Cordes, Meike Eilert, Denise Demisch and Tomás Bayón (2020), "Cause-Company Fit in Cause-Related Marketing Campaigns and Consumer Outcomes: A Replication and Extension Using Field Data", Journal of Marketing Behavior: Vol. 4: No. 2-4, pp 239-248. http://dx.doi.org/10.1561/107.00000068

Publication Date: 21 Dec 2020
© 2020 R. V. Frey Cordes et al.
 
Subjects
Branding and Brand Equity
 

Share

Download article
In this article:
Introduction 
Procedure 
Summary of Results 
Discussion and Limitations 
References 

Abstract

This paper conceptually replicates and extends papers on cause-company fit in cause-related marketing (CM) campaigns and its impact on consumer outcomes, such as Ellen et al. (2006) and Becker-Olsen et al. (2006), through perceived motives. Our results support this relationship using data from actual consumers involved in a CM campaign and finds that consumer cause involvement and general knowledge of the company's corporate social responsibility (CSR) activities strengthens that relationship.

DOI:10.1561/107.00000068