The role of brand/cause fit in the effectiveness of cause-related marketing campaigns

John W. Pracejus, G. Douglas Olsen

Research output: Contribution to journalArticle

219 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)635-640
Number of pages6
JournalJournal of Business Research
Volume57
Issue number6
DOIs
StatePublished - Jun 1 2004
Externally publishedYes

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ASJC Scopus subject areas

  • Marketing

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