Consumer response to retailer use of cause-related marketing: Is more fit better? |
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Institution: | 1. University of Louisville, College of Business, Department of Marketing, 2301 South Third Street, Louisville, KY 40208, United States;2. Drake University, College of Business and Public Administration, 2507 University Avenue, Des Moines, IA 50311-4505, United States;3. Florida International University, College of Business, 11200 SW 8th Street, University Park, RB 307B, Miami, FL 33199, United States |
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Abstract: | Although marketers increasingly rely upon cause-related marketing strategies to increase sales, controversy exists regarding whether a retailer should partner with causes offering high or low fit levels with its core business practices. The present investigation extends prior research by examining how retailer–cause fit affects consumer evaluations of retailers’ cause-related marketing strategies. The results indicate that the effects of retailer–cause fit are moderated by consumer perceptions of the retailer's motive for engaging in cause-related marketing (Study 1), by the affinity that consumers hold for the social cause component of the campaign (Study 2), as well as by the interactive effects associated with the two moderators (Study 3). |
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