| Abstract: | Cause‐brand alliances (CBAs) are becoming a routine strategy to enhance the image of the brand and the cause and to encourage brand sales. This research conducted two studies to evaluate importance and fit as selection criteria for the cause partner. Study 1 evaluated the relative importance of a cause on attitudes and purchase intent for a familiar versus an unfamiliar brand. Results suggested that importance of the cause had an effect on attitudes and purchase intent for an unfamiliar brand but not for a familiar brand. Based on an unexpected finding in Study 1, a second study was conducted that addressed the issue of cause–brand fit. Results show that perceptions of logical fit between the cause and the brand does not have an effect for either the familiar or unfamiliar brand. These findings suggest that the importance of the cause may be a more relevant criterion for optimizing a CBA for an unfamiliar brand but, unlike other forms of alliances and contrary to popular anecdotal belief, perceptions of fit may not be relevant for either familiar or unfamiliar brand. ©2009 Wiley Periodicals, Inc. |
