Selecting the right cause partners for the right reasons: The role of importance and fit in cause‐brand alliances

By Barbara A. Lafferty. 2009

131 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/4c80faba333396e85102ab02bc2c7dbb748a8649

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. A. Mägi
2. Hanna Hjalmarson
3. Weichun Zhu
4. Olivia Kolo
5. Hongwei He
6. L. Bergkvist
7. Dennis S. Gouran
8. Yuping Liu

In Organizational Behavior and Human Resource Management

1. A. Mägi
2. Hanna Hjalmarson
3. Weichun Zhu
4. Olivia Kolo
5. Hongwei He
6. L. Bergkvist
7. Dennis S. Gouran
8. Yuping Liu

In Strategy and Management

1. Weichun Zhu
2. Hongwei He

Citations in the corpus

• Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment (2016, background): “Other research suggests that fit seems to have little impact on consumer responses (Lafferty, 2007; 2009), or that the impact of fit depends on other factors, such as attitude toward the cause (Barone et al., 2007) and consumer brand consciousness (Nan and Heo, 2007).”
• A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects (2016, background): “The theoretical argument for why fit is important is that perceived lack of fit between the celebrity and the brand leads to negative attributions which, in turn, lead to negative brand evaluation effects (Lafferty 2009; Simonin and Ruth 1998).”