Under increasing pressure from consumers to be socially responsible, more brands than ever are engaging in cause-brand alliances. Two challenges facing brands are how to choose a nonprofit partner for the alliance and the impact of the brand's perceived motivations for engaging in the alliance on consumers' responses to the alliance. Using a theoretical framework based on the congruity theory and the theory of reasoned action, this study examines the influence of consumer cause involvement, perceived brand motivations and cause-brand alliance attitude on consumers' intentions to purchase the product associated with a cause-brand alliance. Hypotheses were tested in the context of mock cause-brand alliance press releases in an online survey administered to 742 US college students. Findings indicate that perceived brand motivations partially mediate the relationship between cause involvement and cause-brand alliance attitude, and that cause-brand alliance attitude positively influences purchase intentions. Managerial implications are discussed. © 2013 Macmillan Publishers Ltd.
CITATION STYLE
Myers, B., Kwon, W. S., & Forsythe, S. (2013). Creating successful cause-brand alliances: The role of cause involvement, perceived brand motivations and cause-brand alliance attitude. Journal of Brand Management, 20(3), 205–217. https://doi.org/10.1057/bm.2012.34
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