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Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit

✍ Scribed by Bigné-Alcañiz, Enrique; Currás-Pérez, Rafael; Ruiz-Mafé, Carla; Sanz-Blas, Silvia

Book ID
120441955
Publisher
Taylor and Francis Group
Year
2012
Tongue
English
Weight
155 KB
Volume
18
Category
Article
ISSN
1352-7266

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## Abstract The purpose of the study presented in this paper is to add to our understanding of the added value, both monetary and non‐monetary, to a brand when supporting a cause in a cause marketing ad. The findings show that consumers do not perceive the brand to be worth more if it was shown to