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• W1027728013 abstract "Cause Related Marketing (CRM) is a widely used type of brand alliance in which companies donate a portion of their sales to social causes with whom they ally. Researchers have studied many aspects of CRM to learn why these programs are effective and how to enhance their success. An overlooked component in CRM research is the extent to which consumers identify with the brand and with the cause. The present study presented 604 U.S. college students with CRM campaigns for two brands (M&Ms and Crest) partnered with the World Wildlife Fund to assess whether brand-cause congruence, brand-consumer congruence, cause-consumer congruence, and assessment of the motives of the company influence consumer purchase intention. The results show that congruence between the self-image of the consumer with the image of the brand and with the partner both positively influence reaction to a CRM campaign, as does consumer perceptions of the motivations of the company." @default.
• W1027728013 created "2016-06-24" @default.
• W1027728013 creator A5053311132 @default.
• W1027728013 creator A5084536778 @default.
• W1027728013 date "2014-12-01" @default.
• W1027728013 modified "2023-10-12" @default.
• W1027728013 title "The Influences of Brand-Consumer and Cause-Congruence on Consumer Responses to Cause Related Marketing" @default.
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• W1027728013 doi "https://doi.org/10.20429/jamt.2014.050205" @default.
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