TY - JOUR
T1 - The role of brand/cause fit in the effectiveness of cause-related marketing campaigns
AU - Pracejus, John W.
AU - Olsen, G. Douglas
PY - 2004/6
Y1 - 2004/6
N2 - Previous studies of cause-related marketing (CRM) have demonstrated that it can impact consumer choice. We replicate and extend these findings using choice-based conjoint. Two studies involving 329 respondents show that fit between brand and charity can impact choice. In terms of trade-offs against price discounts, donation to a high-fit charity can result in 5-10 times the value of donation to a low-fit charity. We also find, however, that in both studies, the value of CRM does not justify its cost, at least in terms of short-term sales. Implications for the selection of optimal donation levels for CRM campaigns are discussed.
AB - Previous studies of cause-related marketing (CRM) have demonstrated that it can impact consumer choice. We replicate and extend these findings using choice-based conjoint. Two studies involving 329 respondents show that fit between brand and charity can impact choice. In terms of trade-offs against price discounts, donation to a high-fit charity can result in 5-10 times the value of donation to a low-fit charity. We also find, however, that in both studies, the value of CRM does not justify its cost, at least in terms of short-term sales. Implications for the selection of optimal donation levels for CRM campaigns are discussed.
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U2 - 10.1016/S0148-2963(02)00306-5
DO - 10.1016/S0148-2963(02)00306-5
M3 - Article
AN - SCOPUS:1842502028
SN - 0148-2963
VL - 57
SP - 635
EP - 640
JO - Journal of Business Research
JF - Journal of Business Research
IS - 6
ER -