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 aims to analyse this relationship from a strategic perspective to assess whether the d...

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Detalhes bibliográficos
Autores: Huertas García, Ruben, Lengler, Jorge, Consolación Segura, Carolina María|||0000-0002-9231-2137
Tipo de documento: artigo
Data de publicação:2017
País:España
Recursos:Universitat Politècnica de Catalunya (UPC)
Repositório:UPCommons. Portal del coneixement obert de la UPC
Idioma:inglês
OAI Identifier:oai:upcommons.upc.edu:2117/107825
Acesso em linha:https://hdl.handle.net/2117/107825
https://dx.doi.org/10.1108/JPBM-07-2015-0939
Access Level:Acceso aberto
Palavra-chave:Advertising
Social marketing
Purchase intention
Cause-related marketing
Co-branding
Fit between cause and brand
Publicitat
Màrqueting social
Àrees temàtiques de la UPC::Economia i organització d'empreses
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spelling Co-branding strategy in cause-related advertising: the fit between brand and causeHuertas García, RubenLengler, JorgeConsolación Segura, Carolina María|||0000-0002-9231-2137AdvertisingSocial marketingAdvertisingPurchase intentionCause-related marketingCo-brandingFit between cause and brandPublicitatMàrqueting socialÀrees temàtiques de la UPC::Economia i organització d'empresesPurpose 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 aims to analyse 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. Research limitations/implications This study presents limitations, as it has been developed using a particular sample of university students. Practical implications These analyses provide tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals. 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.20172017-01-0120172017-09-20journal articlehttp://purl.org/coar/resource_type/c_6501AMhttp://purl.org/coar/version/c_ab4af688f83e57aainfo:eu-repo/semantics/articleapplication/vnd.openxmlformats-officedocument.wordprocessingml.documenthttps://hdl.handle.net/2117/107825https://dx.doi.org/10.1108/JPBM-07-2015-0939reponame:UPCommons. Portal del coneixement obert de la UPCinstname:Universitat Politècnica de Catalunya (UPC)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivs 3.0 Spainhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/info:eu-repo/semantics/openAccessoai:upcommons.upc.edu:2117/1078252026-05-27T15:37:01Z
dc.title.none.fl_str_mv Co-branding strategy in cause-related advertising: the fit between brand and cause
title Co-branding strategy in cause-related advertising: the fit between brand and cause
spellingShingle Co-branding strategy in cause-related advertising: the fit between brand and cause
Huertas García, Ruben
Advertising
Social marketing
Advertising
Purchase intention
Cause-related marketing
Co-branding
Fit between cause and brand
Publicitat
Màrqueting social
Àrees temàtiques de la UPC::Economia i organització d'empreses
title_short Co-branding strategy in cause-related advertising: the fit between brand and cause
title_full Co-branding strategy in cause-related advertising: the fit between brand and cause
title_fullStr Co-branding strategy in cause-related advertising: the fit between brand and cause
title_full_unstemmed Co-branding strategy in cause-related advertising: the fit between brand and cause
title_sort Co-branding strategy in cause-related advertising: the fit between brand and cause
dc.creator.none.fl_str_mv Huertas García, Ruben
Lengler, Jorge
Consolación Segura, Carolina María|||0000-0002-9231-2137
author Huertas García, Ruben
author_facet Huertas García, Ruben
Lengler, Jorge
Consolación Segura, Carolina María|||0000-0002-9231-2137
author_role author
author2 Lengler, Jorge
Consolación Segura, Carolina María|||0000-0002-9231-2137
author2_role author
author
dc.subject.none.fl_str_mv Advertising
Social marketing
Advertising
Purchase intention
Cause-related marketing
Co-branding
Fit between cause and brand
Publicitat
Màrqueting social
Àrees temàtiques de la UPC::Economia i organització d'empreses
topic Advertising
Social marketing
Advertising
Purchase intention
Cause-related marketing
Co-branding
Fit between cause and brand
Publicitat
Màrqueting social
Àrees temàtiques de la UPC::Economia i organització d'empreses
description 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 aims to analyse 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. Research limitations/implications This study presents limitations, as it has been developed using a particular sample of university students. Practical implications These analyses provide tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals. 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.
publishDate 2017
dc.date.none.fl_str_mv 2017
2017-01-01
2017
2017-09-20
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
AM
http://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/2117/107825
https://dx.doi.org/10.1108/JPBM-07-2015-0939
url https://hdl.handle.net/2117/107825
https://dx.doi.org/10.1108/JPBM-07-2015-0939
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivs 3.0 Spain
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivs 3.0 Spain
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/vnd.openxmlformats-officedocument.wordprocessingml.document
dc.source.none.fl_str_mv reponame:UPCommons. Portal del coneixement obert de la UPC
instname:Universitat Politècnica de Catalunya (UPC)
instname_str Universitat Politècnica de Catalunya (UPC)
reponame_str UPCommons. Portal del coneixement obert de la UPC
collection UPCommons. Portal del coneixement obert de la UPC
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.300724

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