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.

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Online shopping satisfaction hinges on two major factors: “fairness and security.” Customers want fair pricing, transparent processes, and respectful treatment—what researchers call distributive, procedural, and interactional “justice.” When customers feel valued and protected, they’re more satisfied and less likely to complain.
UL-AIN Noor - EMLV |
- Research
- Digital Transformation, Logistics and Supply Chain, Marketing, Sales and Communication