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FNEGE MEDIAS
FNEGE MEDIAS
The interplay of cause familiarity, cause-brand fit, and perceived betrayal in cause-brand alliances.
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  • Research
  • Marketing, Sales and Communication, Sustainable Development and CSR

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The interplay of cause familiarity, cause-brand fit, and perceived betrayal in cause-brand alliances.

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.

https://www.emerald.com/insight/content/doi/10.1108/IMR-12-2021-0385/full/html
https://onlinelibrary.wiley.com/doi/abs/10.1111/beer.12538
https://www.emerald.com/insight/content/doi/10.1108/IMR-12-2018-0348/full/html

Mots clés
  • Attitude toward brand, Attitude toward fit in a cause-brand alliance, Cause familiarity, Cause-brand alliances, Cause-related marketing, Covid-19, Perceived betrayal, RSE

Auteur.e(s)

KHELLADI Insaf
Researcher
EMLV
REZAEE VESSAL Saeedeh
Associate Professor
EMLV

Institution(s)

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