The influence of cause marketing associations on product and cause brand value

Abstract

The purpose of the study presented in this paper is to add to our understanding of the added value, both monetary and non‐monetary, to a brand when supporting a cause in a cause marketing ad. The findings show that consumers do not perceive the brand to be worth more if it was shown to be supporting a cause. The study also failed to show a significant improvement in consumer brand attitudes for brands featured in cause marketing ads. However, there was an attitude improvement for the cause. Product type and consumer dispositional variables were also examined. In summary, this study calls into question the value brands derive from being paired with a cause. This study discusses productive areas of future research and managerial implications. Copyright © 2008 John Wiley & Sons, Ltd.