Attitudinal Balance and Cause-Related Marketing: An Empirical Application of Balance Theory

By D. Basil, P. Herr. 2006

178 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6d919f1e012d7e923c0bfaae879a28fa2598e66c

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Citations in the corpus

A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects (2016, background): “(2008) discover that attitude towards the artist in a music video transfers to a brand placed in the video; and Basil and Herr (2006) and Lafferty, Goldsmith, and Hult (2004) find a positive relationship between attitude towards the non-profit organization in a CRM alliance and ABRAND.”
The Role of Augmented Reality for Experience-Influenced Environments: The Case of Cultural Heritage Tourism in Korea (2018, background): “Balance theory (Heider 1946), which examines relationships in triads (Basil and Herr 2006), has been widely applied to marketing and management research.”
Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment (2016, background): “Prior research has revealed that pre-existing brand attitudes can influence consumer responses to cause-related marketing (Basil and Herr, 2006; Lafferty et al., 2004).”
Celebrity endorsements: a literature review and research agenda (2016, result): “This result is consistent with the results in studies in related areas such as cause-related marketing and sponsorships which also have found that attitude toward the alliance mediates the effects of fit on brand evaluations (e.g., Basil and Herr 2006; Mazodier and Merunka 2012).”
Company Support for Employee Volunteering: A National Survey of Companies in Canada (2009, background): “This is important since ‘‘fit’’ between a company and a cause has been shown to strongly impact consumer acceptance (Basil and Herr, 2006).”