Title

Cause-related marketing persuasion research: an integrated framework and directions for further research

Source of Publication

International Journal of Advertising

Abstract

© 2018, © 2018 Advertising Association. This paper presents an integrative review of the literature on cause-related marketing (CRM) persuasion research (i.e. studies of how CRM influences evaluations of the partner brand). The aim of the study was to review CRM persuasion research and to integrate the findings into a theoretical framework that could direct future research efforts in the area. Drawing on Bergkvist and Taylor's model of Leveraged Marketing Communications (LMC), a dual-path model of CRM persuasion effects was developed. According to the model, CRM affects brand evaluations along two paths: the indirect transfer path which is mediated by attribution of motives and the direct transfer path in which attitude towards the cause is transferred to the brand. The model incorporates results from extant research and provides guidance for future studies.

Document Type

Article

First Page

5

Last Page

25

Publication Date

1-2-2019

DOI

10.1080/02650487.2018.1452397

Share

COinS