The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility

Previous research has generally ignored whether consumers exhibit a "treatment bias" and have more favorable opinions of physicians who provide more treatment even if the benefits of more treatment are equivocal. This research experimentally…

Cause-brand alliances (CBAs) are becoming a routine strategy to enhance the image of the brand and the cause and to encourage brand sales. This research conducted two studies to evaluate importance and fit as selection criteria for the cause…

Cause-brand alliances (CBAs) are becoming a routine strategy to enhance the image of the brand and the cause and to encourage brand sales. This research conducted two studies to evaluate importance and fit as selection criteria for the cause…

Consumer processing of cause marketing communications featuring a brand and a cause is investigated in the context of the communication format (perceived fit and dominance) on consumer attitudes and behavioral intentions. Two studies using different…

Through a controlled experiment, this study demonstrates that an ad with an embedded cause-related marketing (CRM) message, compared with a similar one without a CRM message, elicits more favorable consumer attitude toward the company. This is so…

This paper investigates the role of a brand extension's fit and consumer goal congruence in the formation of consumers' attitude to an extension. Experimental results found that brand extension fit impacted attitude toward brand extensions. However,…

Previous studies of cause-related marketing (CRM) have demonstrated that it can impact consumer choice. We replicate and extend these findings using choice-based conjoint. Two studies involving 329 respondents show that fit between brand and charity…

The use of CRM as a marketing platform, which can not only increase financial gains, but also enhance the company's image of bearing social responsibility, and hence its reputation, is studied. The purpose of this study is to mainly investigate the…

A cause-of-death statement may result in a query by the vital records registrar to clarify cause of death information or to educate the certifier of death in recommended death certification procedures. The level of querying depends on local need and…

We argue that the norms underlying agency theory can be inappropriate for interpreting the ethicality of corporate governance decisions and behaviors of Russians because they were developed in countries with mature market-oriented economies. We…