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The impact of brand and social cause prominence dimensions of fit on consumer intentions to buy cause-related products

The impact of brand and social cause prominence dimensions of fit on consumer intentions to buy... The aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related products by considering cases with more versus less positive attitudes towards a brand and a higher versus lower social cause affinity.Design/methodology/approachThe study is based on data obtained via a survey of 403 respondents in Lithuania. A between-subjects study design with different brands and causes was used to identify the role of the differences in brand attitude and cause affinity on the message strength.FindingsThe data analysis has revealed that the specific prominence dimensions of fit (relationship visibility, relationship explicitness, visuals/colours, local attributes) have a direct and indirect impact, via the message strength, on consumer intentions to purchase cause-related products. Additionally, the mediation of the message strength was dependent on attitudes towards a brand but not on cause affinity.Originality/valueThis is the first attempt to contribute to filling the research gap regarding the impact of the prominence dimensions of fit on the intention to purchase a cause-related product. Paying special attention to message strength mediation allowed for the assessment of both the direct and indirect effects of the individual dimensions of fit. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

The impact of brand and social cause prominence dimensions of fit on consumer intentions to buy cause-related products

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1450-2194
DOI
10.1108/emjb-05-2020-0049
Publisher site
See Article on Publisher Site

Abstract

The aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related products by considering cases with more versus less positive attitudes towards a brand and a higher versus lower social cause affinity.Design/methodology/approachThe study is based on data obtained via a survey of 403 respondents in Lithuania. A between-subjects study design with different brands and causes was used to identify the role of the differences in brand attitude and cause affinity on the message strength.FindingsThe data analysis has revealed that the specific prominence dimensions of fit (relationship visibility, relationship explicitness, visuals/colours, local attributes) have a direct and indirect impact, via the message strength, on consumer intentions to purchase cause-related products. Additionally, the mediation of the message strength was dependent on attitudes towards a brand but not on cause affinity.Originality/valueThis is the first attempt to contribute to filling the research gap regarding the impact of the prominence dimensions of fit on the intention to purchase a cause-related product. Paying special attention to message strength mediation allowed for the assessment of both the direct and indirect effects of the individual dimensions of fit.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: Oct 13, 2021

Keywords: Cause-related marketing; Prominence dimensions of fit; Cause affinity; Brand attitude; Message strength

References