Authors: Enrique Bigné, Rafael Currás-Pérez and Joaquín Aldás-Manzano

Title: Dual nature of cause-brand fit: Influence on corporate social responsibility consumer perception

Source: European Journal of Marketing

Abstract: The purpose of this paper is to analyse the dual nature of social cause-brand fit by studying the influence of two cause-brand fit categories, functional fit and image fit, on the formation of brand corporate social responsibility consumer perception (CSR perception) in a cause-brand alliance (CBA) context.

A theoretical model is proposed, based on previous research, which explains the effect of functional fit and image fit on altruistic attributions, brand credibility and CSR image; these relationships were assessed through structural equation modelling. The model was estimated with a sample of 299 Spanish consumers of toiletries and cosmetics products, randomly selected. Two newly created, printed CBA advertisements served as the basic stimulus of the study.

This research shows that consumers perceive functional and image fit differently, and each has its own mechanism for influencing brand CSR perception. While functional fit has a direct, although gentle influence on CSR perception, image fit has an indirect influence, as it is used as a cue to evaluate altruistic brand motivations and brand credibility.


Recommended citation:
Bigné, J.E., R. Currás and J. Aldás, 2012. "Dual nature of cause-brand fit: Influence on corporate social responsibility consumer perception", European Journal of Marketing, 46(3/4), pp. 575-594


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