Dimensions of Fit Between a Brand and a Social Cause and Their Influence on Attitudes

By Srdan Zdravkovic, Peter R. Magnusson, Sarah M. Stanley. 2010

210 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/2fa0615b2aba2160ca5b00e8aec75cf17364b009

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Citations in the corpus

The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective (2015, background): “…some evidence suggesting no effect of fit (Lafferty, 2007) and some suggestion that high fit could lead to consumer scepticism (Ellen et al., 2006), the general consensus in academic literature points to perceived fit being related to a positive attitude towards the brand (Zdravkovic et al., 2010).”
Determinants of Consumer Attributions of Corporate Social Responsibility (2016, background): “Drawing from the brand extension literature, company–cause fit is positively related to evaluations of a firm’s brand (Pracejus and Olsen 2004), to the evaluation of cause-related marketing strategies (Boush and Loken 1991) and to the evaluation of the sponsoring company (Rifon et al. 2004; Zdravkov”
How Political Identity and Charity Positioning Increase Donations: Insights from Moral Foundations Theory (2012, background): “This implication may be particularly relevant when for-profit organizations partner with non-profit organizations to increase cause-related marketing (Varadarajan` & Menon, 1988; Zdravkovic et al., 2010).”
Attention, emotions and cause-related marketing effectiveness (2015, unknown): “However, such an effect was found to be less significant when the company is not motivated to support the cause or when consumers are familiar with the cause (Zdravkovic et al., 2010).”
Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment (2016, background): “A typical cause-related marketing program involves a brand’s promotional offer to customers to contribute a specific amount to a designated cause (Müller et al., 2014; Varadarajan and Menon, 1988; Zdravkovic et al., 2010).”