Consumer perceptions of compatibility in cause-related marketing messages |
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| Authors: | Carrie S. Trimble Nora J. Rifon |
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| Affiliation: | 1. Department of Business Administration, Illinois Wesleyan University, USA;2. Department of Advertising, Public Relations, and Retailing, Michigan State University, USA |
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| Abstract: | - Consumers respond more positively to marketing efforts, like celebrity endorsements and sponsorships, when the image of the sponsoring company or brand is compatible with the celebrity or sponsored event.
- The authors explore the concept of compatibility within a cause-related marketing context. The results of an experiment confirm the role of sponsor/cause compatibility for the creation of positive consumer perceptions of the donor, and highlight the importance of individual characteristics that affect perceptions of the cause and its compatibility with a donor. Theoretical and strategic implications and future research directions are discussed.
Copyright © 2006 John Wiley & Sons, Ltd. |
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