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Building on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the effects of cause familiarity on individuals' attitudes toward a brand and how cause–brand fit mediates this relationship. Furthermore, this study explores how perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand.

A quantitative research design was adopted. Data collection was performed through snowball sampling of French and Turkish participants (N = 455). The collected data were then analyzed using the PROCESS macro for SPSS.

The results reveal a significant effect of cause familiarity on attitude toward the brand, wherein one's attitude toward fit in a cause–brand alliance serves as a mediator in this relationship. The results also indicate that perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand. However, when it comes to facing a global pandemic, culture has no significant effect on consumers' perceptions and attitudes toward cause–brand alliances.

This research investigates the enhancement of attitudes toward a brand through an alliance with a familiar cause and explains this relationship via attitudes toward fit in such an alliance. Moreover, it provides novel insights into perceived betrayal as a variable that can lead to a more pronounced relationship between attitude toward fit and attitude toward a brand.

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.

The chosen research approach may reduce the generalisability of the results. Further empirical testing using alternative brands and outcome measures is encouraged.

Both types of fit influence the formation of CSR perception, and should therefore be postulated as decision criteria to brand managers for choosing the CBA partner. Specifically, brands which are likely of being perceived as not credible or egoistic when associating with the cause, must pay special attention to image fit.

This work analyses and compares simultaneously the influence of functional fit and image fit on CSR brand perception formation in the context of a CBA strategy.

The purposes of this study are to demonstrate the conditional effect of functional fit and image fit on consumer brand attitude through the altruistic attributions and identify the criteria for choosing a perfect social cause for managers.

Based on the existing research, a conceptual model is proposed, explained the moderating effect of social cause affinity on the indirect influence of functional fit and image fit on consumer brand attitude via altruistic attributions; these relationships were assessed through a bootstrap procedure. The model was estimated with a sample of 240 subjects. Two newly created, printed corporate social responsibility (CSR) information served as the basic stimulus of this article.

The main conclusions are as follows: first, social cause affinity moderates the effect of functional fit and image fit on altruistic attributions, and the combination of image fit and social cause affinity both on high levels can more easily lead to the emergence of suspicion of company's altruistic motives, contrary to functional fit. Second, contingent on social cause affinity, CSR fit has an indirect relationship with consumer brand attitude mediated by altruistic attribution. More specifically, the indirect effect will be more positive for functional fit with higher levels of social cause affinity, but for image fit with low levels of affinity.

The experiment relied on fictitious corporate name. Most of the responders were students from Changchun. This may reduce the generalizability of the results.

Besides functional fit and image fit, social cause affinity should be treated as a key criterion to choose social cause.

This work analyses and compares the indirect effect of functional fit and image fit on consumer brand attitude through altruistic attributions. The findings give some enlightenment on solutions to contradictions in existing research.

This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects of attributions of partner motives in cause marketing advertisements.

Two experiments, one with students and the second with a more representative sample of the population were used to investigate the effects. ANOVA and structural equation modeling were used to test the relationships.

Fit and salience were found to be key moderators on the effect of type of message on consumer responses. While brands can use a buy message when they are salient, this benefits them only when fit is high. For informational messages, cause salience leads to positive outcomes, especially when fit is low. Further, consumer attributions of partner motives mediate responses to the advertisement.

Type of message is an important variable that needs to be selected with care. However, the moderating effects of fit and salience and the mediating effects of consumer attributions of partner motives may be able to overcome type of message.

Initial partner selection is critical for the brand. A second key factor is inferences due to the specific message, fit and salience. Nonprofit firms have less to worry about fit compared to brands as attitude and behavioral intentions are high under both fit conditions.

Cause marketing can be used successfully to benefit both brand and cause simultaneously.

This study examines the effects for both brands and causes and suggests ways in which both can benefit, leading to a win–win situation. This is an important contribution to the cause marketing field.

The purpose of this paper is to examine consumer perceptions of a potential sustainable line extension introduced by a specific fast-fashion retailer. Following brand-extension theory, the study seeks to identify the influences of knowledge of and involvement with the cause of sustainability, as well as knowledge and affect toward brand, on the evaluation of a sustainable line extension.

Participation was limited to those with in-store browsing experience with either Zara or H&M in the past 12 months. A self-administered online survey was developed using the written scenario approach. After several screening processes, 598 completed surveys were deemed usable for statistical analysis.

Findings identified significant cause and brand effects on brand-cause fit and brand-extension fit. In turn, brand extension was significantly predicted by brand-cause fit and brand-extension fit. In addition, the results of the study indicated that consumers do view sustainable products as fitting with fast-fashion retailers, based on their previous knowledge and affect regarding the brand and the cause.

This study sought to identify consumers’ perceptions of sustainable brand extension introduced by a fast-fashion retailer. Implications for retailers included leveraging consumers’ past knowledge and affect regarding the brand through marketing of the sustainable product.

Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.

Data were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.

The three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.

The findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.

This study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.

A significant stream of research investigates the influence of corporate social responsibility (CSR) initiatives on firm performance and consumer response to CSR programs. However, how CSR initiatives help build brand equity remains relatively unexamined. This study aims to demonstrate how CSR influences brand equity in response to perceptions of two types of brand–cause fit.

The authors analyze two types of fit between a brand and a social cause (disaster relief): brand value–cause fit and brand function–cause fit. Structural equation modeling is used to estimate the fit of the data with the proposed model.

Survey evidence from 370 millennial undergraduate students in the USA suggests that the two types of brand–cause fit have differential effects on attitude toward the brand and ad, which in turn influence brand equity.

The research operationalizes brand–cause fit as a construct with two components: brand value–cause fit and brand function–cause fit. It tests these two types of fit and finds evidence for differential effects on consumer attitudes.

The findings offer practical considerations for managers about the importance of considering two types of brand–cause fit in selecting social causes and crafting effective corporate communications about the firm’s CSR initiatives.

Results suggest that it is possible for firms to craft desirable win–win–win strategies that build brand equity by investing in a strategic approach to CSR initiatives.

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.

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.

Results demonstrate that adjustment to two of the five dimensions is sufficient to influence emotional responses positively.

This study presents limitations, as it has been developed using a particular sample of university students.

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.

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.

This study's first objective is to experimentally examine the effect of brand‐cause fit and campaign duration on company and brand image, commercial objectives and buying intention as perceived by Japanese consumers. Second, the study aims to evaluate the moderating role of gender and participation in philanthropic activities on the impact of cause‐related marketing (CrM) programs in Japan.

An experimental design was used with 196 Japanese subjects completing a survey online.

A high brand‐cause fit was found to elicit more positive attitudes toward the CrM program than campaign duration. Japanese female respondents were showing more favorable attitudes than men, confirming results in previous research studies conducted in the West. Previous participation in philanthropic activities was also found to increase positive attitudes especially when brand‐cause fit and duration were high.

The experiment relied on fictitious advertising materials. Many respondents were students from the greater Tokyo area. This may make it difficult to generalize findings to a broader population.

Results show that CrM campaigns in Japan are viewed more positively when consumers perceive a good match between the brand and the cause. Japanese marketers targeting women and consumers with philanthropic experience are likely to benefit by supporting matching social causes.

This paper is the first to contribute to better understanding of the impact of CrM in Japan. It does confirm the gender effect previously observed in western countries.

The aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related products by considering cases with more versus less positive attitudes towards a brand and a higher versus lower social cause affinity.

The study is based on data obtained via a survey of 403 respondents in Lithuania. A between-subjects study design with different brands and causes was used to identify the role of the differences in brand attitude and cause affinity on the message strength.

The data analysis has revealed that the specific prominence dimensions of fit (relationship visibility, relationship explicitness, visuals/colours, local attributes) have a direct and indirect impact, via the message strength, on consumer intentions to purchase cause-related products. Additionally, the mediation of the message strength was dependent on attitudes towards a brand but not on cause affinity.

This is the first attempt to contribute to filling the research gap regarding the impact of the prominence dimensions of fit on the intention to purchase a cause-related product. Paying special attention to message strength mediation allowed for the assessment of both the direct and indirect effects of the individual dimensions of fit.