Saeedeh Rezaee Vessal is Associate Professor of Marketing and Head of the Digital-Marketing-Business Department at EMLV. She holds a PhD in marketing from Grenoble Alpes University. She is interested in experimental research applied to consumer behaviour, as well as the emotional regulation and well-being of vulnerable consumers (e.g. cancer patients).
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This cross-cultural study (individualistic vs. collectivistic culture) applies construal level theory, exploring the impact of cause familiarity on brand attitudes and how cause–brand fit mediates this link. The study also examines how perceived betrayal moderates the relationship between cause–brand fit and brand attitude. Data collection involved 455 participants from French and Turkish cultures via snowball sampling. Findings show cause familiarity significantly influences brand attitude, with attitude toward fit in a cause–brand alliance as a mediator. Perceived betrayal also moderates the cause–brand fit and brand attitude relationship, shedding light on the positive effects of aligning with a familiar cause on brand attitudes, emphasizing the crucial role of fit in such alliances.
- Research
- Marketing, Sales and Communication, Sustainable Development and CSR
