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

This cross-cultural study (individualist vs. collectivist culture) applies the levels of representation theory to explore the impact of cause familiarity on brand attitudes and the mediating effect of cause-brand fit. The research also examines the moderating role of perceived betrayal in the relationship between cause-brand fit and brand attitude. The data, collected from 455 French and Turkish participants via snowball sampling, reveal a significant influence of cause familiarity on brand attitude. Attitude towards fit in a cause-brand alliance acts as a mediator, while perceived betrayal moderates this relationship, highlighting the positive effects of alignment with a familiar cause on brand attitude and underscoring the crucial importance of fit in such alliances.