The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility

By Barbara A. Lafferty. 2007

405 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/c975f0af7d0b440ca63472b4f49dd16febb893d4

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Citations in the corpus

Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image (2010, background): “But in other contexts (e.g., CBA), the company itself is seen as a communication source and its own credibility determines the effectiveness of the message (Aaker and Brown, 1972; Newell and Goldsmith, 2001).”
The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective (2015, background): “This result aligns with previous research that found the fit between a cause and the sponsor brand did not influence the consumers’ attitudes or purchase intentions (Lafferty, 2007).”
How Corporate Social Advocacy Affects Attitude Change Toward Controversial Social Issues (2020, background): “The manipulation in this study is similar to those used in other studies of corporate credibility (e.g., Lafferty, 2007).”
Dimensions of Fit Between a Brand and a Social Cause and Their Influence on Attitudes (2010, background): “Also, there is some evidence indicating no effect of fit, where fit between the cause and the brand does not influence attitudes or purchase intentions (Lafferty, 2007).”
Consumer behavioural intentions in cause-related marketing. The role of identification and social cause involvement (2010, background): “Several studies have shown the influence of this variable on consumer responses to CrM; cause-brand fit can influence brand evaluations (Rifon et al. 2004; Lafferty 2007 ) and behavioural responses to CrM (Nan and Heo 2007; Samu and Wymer 2009).”
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).”
Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice (2019, background): “Despite a general agreement on the importance of CSR fit (Deng and Xu, 2017; Peloza and Shang, 2011), fit may be irrelevant to consumer choice (Lafferty, 2007) and low-fit cause-related marketing may benefit a company (Fatma and Rahman, 2016; Nan and Heo, 2007).”