Can we find the right balance in cause-related marketing? Analyzing the boundaries of balance theory in evaluating brand-cause partnerships

Joseph T. Yun, Brittany R.L. Duff, Patrick Vargas, Itai Himelboim, Hari Sundaram

Research output: Contribution to journalArticle

Abstract

Cause-related marketing (CRM) refers to the phenomenon where brands partner with causes, such as nonprofit organizations. Consumers may see some CRM partnerships as less compatible than others, however the level of perceived compatibility differs from one consumer to another. We know a great deal about how perceptions of compatibility affect attitude and behavior toward CRM partnerships, but we know less about how to predict a consumer's perception of compatibility. Therefore, our purpose was to investigate the boundaries in which balance theory could be used to make predictions about consumers’ responses to CRM partnerships. This is the first study to consider the construct of attitude strength (vs. attitude alone) when considering balance theory. We found that a consumer's attitude toward a brand, along with their attitude toward a cause, predicts their perceptions of CRM compatibility. We also found that CRM triadic balance could be predicted when attitude strength was included in the models, and that balance theory allowed us to observe preliminary evidence of attitude and attitude strength spillover effects in CRM triads. Practitioners can use these insights to determine which organizations to partner with, as well as determine how advertising these partnerships may affect acceptance of these partnerships.

Original languageEnglish (US)
Pages (from-to)989-1002
Number of pages14
JournalPsychology and Marketing
Volume36
Issue number11
DOIs
StatePublished - Nov 1 2019

Fingerprint

Marketing
Nonprofit Organizations
Cause-related marketing
Organizations
Compatibility

Keywords

  • attitude
  • attitude strength
  • balance theory
  • cause-related marketing
  • cause-related marketing triads
  • compatibility
  • fit

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

@article{29d034f0faa44c54963226227f606f7a,
title = "Can we find the right balance in cause-related marketing? Analyzing the boundaries of balance theory in evaluating brand-cause partnerships",
abstract = "Cause-related marketing (CRM) refers to the phenomenon where brands partner with causes, such as nonprofit organizations. Consumers may see some CRM partnerships as less compatible than others, however the level of perceived compatibility differs from one consumer to another. We know a great deal about how perceptions of compatibility affect attitude and behavior toward CRM partnerships, but we know less about how to predict a consumer's perception of compatibility. Therefore, our purpose was to investigate the boundaries in which balance theory could be used to make predictions about consumers’ responses to CRM partnerships. This is the first study to consider the construct of attitude strength (vs. attitude alone) when considering balance theory. We found that a consumer's attitude toward a brand, along with their attitude toward a cause, predicts their perceptions of CRM compatibility. We also found that CRM triadic balance could be predicted when attitude strength was included in the models, and that balance theory allowed us to observe preliminary evidence of attitude and attitude strength spillover effects in CRM triads. Practitioners can use these insights to determine which organizations to partner with, as well as determine how advertising these partnerships may affect acceptance of these partnerships.",
keywords = "attitude, attitude strength, balance theory, cause-related marketing, cause-related marketing triads, compatibility, fit",
author = "Yun, {Joseph T.} and Duff, {Brittany R.L.} and Patrick Vargas and Itai Himelboim and Hari Sundaram",
year = "2019",
month = "11",
day = "1",
doi = "10.1002/mar.21250",
language = "English (US)",
volume = "36",
pages = "989--1002",
journal = "Psychology and Marketing",
issn = "0742-6046",
publisher = "Wiley-Liss Inc.",
number = "11",

}

TY - JOUR

T1 - Can we find the right balance in cause-related marketing? Analyzing the boundaries of balance theory in evaluating brand-cause partnerships

AU - Yun, Joseph T.

AU - Duff, Brittany R.L.

AU - Vargas, Patrick

AU - Himelboim, Itai

AU - Sundaram, Hari

PY - 2019/11/1

Y1 - 2019/11/1

N2 - Cause-related marketing (CRM) refers to the phenomenon where brands partner with causes, such as nonprofit organizations. Consumers may see some CRM partnerships as less compatible than others, however the level of perceived compatibility differs from one consumer to another. We know a great deal about how perceptions of compatibility affect attitude and behavior toward CRM partnerships, but we know less about how to predict a consumer's perception of compatibility. Therefore, our purpose was to investigate the boundaries in which balance theory could be used to make predictions about consumers’ responses to CRM partnerships. This is the first study to consider the construct of attitude strength (vs. attitude alone) when considering balance theory. We found that a consumer's attitude toward a brand, along with their attitude toward a cause, predicts their perceptions of CRM compatibility. We also found that CRM triadic balance could be predicted when attitude strength was included in the models, and that balance theory allowed us to observe preliminary evidence of attitude and attitude strength spillover effects in CRM triads. Practitioners can use these insights to determine which organizations to partner with, as well as determine how advertising these partnerships may affect acceptance of these partnerships.

AB - Cause-related marketing (CRM) refers to the phenomenon where brands partner with causes, such as nonprofit organizations. Consumers may see some CRM partnerships as less compatible than others, however the level of perceived compatibility differs from one consumer to another. We know a great deal about how perceptions of compatibility affect attitude and behavior toward CRM partnerships, but we know less about how to predict a consumer's perception of compatibility. Therefore, our purpose was to investigate the boundaries in which balance theory could be used to make predictions about consumers’ responses to CRM partnerships. This is the first study to consider the construct of attitude strength (vs. attitude alone) when considering balance theory. We found that a consumer's attitude toward a brand, along with their attitude toward a cause, predicts their perceptions of CRM compatibility. We also found that CRM triadic balance could be predicted when attitude strength was included in the models, and that balance theory allowed us to observe preliminary evidence of attitude and attitude strength spillover effects in CRM triads. Practitioners can use these insights to determine which organizations to partner with, as well as determine how advertising these partnerships may affect acceptance of these partnerships.

KW - attitude

KW - attitude strength

KW - balance theory

KW - cause-related marketing

KW - cause-related marketing triads

KW - compatibility

KW - fit

UR - http://www.scopus.com/inward/record.url?scp=85073579652&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85073579652&partnerID=8YFLogxK

U2 - 10.1002/mar.21250

DO - 10.1002/mar.21250

M3 - Article

AN - SCOPUS:85073579652

VL - 36

SP - 989

EP - 1002

JO - Psychology and Marketing

JF - Psychology and Marketing

SN - 0742-6046

IS - 11

ER -