Brand credibility in cause‐related marketing: the moderating role of consumer values

Emerald - Tập 18 Số 6 - Trang 437-447 - 2009
Enrique Bigné‐Alcañiz1, Rafael Currás‐Pérez1, Isabel Sánchez‐García1
1Faculty of Economics, Department of Marketing, University of Valencia, Valencia, Spain

Tóm tắt

Purpose

The main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.

Design/methodology/approach

This is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.

Findings

Findings show that altruistic consumers use mainly altruistic attribution to form their judgement on brand credibility in CrM messages, whereas non altruistic consumers base their assessment on cause‐brand fit.

Research limitations/implications

Real brands have been used in the empirical study and thus further research should replicate the study with fictional brands in order to avoid the effect of consumer prior information.

Practical implications

The findings have relevant implications for CrM campaign managers in helping them to understand how to increase brand credibility in CrM messages. They should emphasize altruistic motivations if their target comprises more altruists or brand‐cause fit if non‐altruists outweigh.

Originality/value

This study contributes to the literature by making explicit the moderating role of altruistic values on two antecedents of brand credibility (cause‐brand fit and altruistic attributions) in a CrM campaign.


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Emerald

Tập 18 Số 6

437-447

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