Co-branding Strategy in Cause-related Advertising: The Fit between Brand and Cause
Purpose: Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions.This paper analyses this relationship from a strategic perspective to assess whether the degree o...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión aceptada para publicación |
| Fecha de publicación: | 2017 |
| País: | España |
| Institución: | Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya) |
| Repositorio: | Recercat. Dipósit de la Recerca de Catalunya |
| OAI Identifier: | oai:recercat.cat:2445/123330 |
| Acceso en línea: | https://hdl.handle.net/2445/123330 |
| Access Level: | acceso abierto |
| Palabra clave: | Màrqueting Publicitat Marketing Advertising |
| Sumario: | Purpose: Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions.This paper analyses this relationship from a strategic perspective to assess whether the degree of fit of any of the five strategic dimensions that Zdravkovic et al. (2010) propose influence purchase intentions synergistically. Design/Methodology/Approach: This study includes two stages: a qualitative stage to build brand-cause relationships, and a quantitative study of one of these relationships to examine which fit dimensions are involved and whether they generate synergy in purchase intentions. Findings: Results demonstrate that adjustment to two of the five dimensions is sufficient to influence emotional responses positively. Originality/Value: The analysis provides tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals. |
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