A cause–brand association (CBA) is a marketing strategy of embedding a social cause in the promotion of a brand. The purpose of this article is to develop a comprehensive model of the determinants and consequences of CBA and to statistically validate the same in the Indian context. The review of the extant literature put forward eight constructs and the conjectured paths. A structured questionnaire was used to collect primary data from 799 respondents from Mumbai (a metropolitan city in India) through a survey. The conjectured model was statistically tested using Confirmatory Factor Analysis and Structural Equation Modelling. The results of the study put forward three determinants of attitude towards CBA: (a) Pre-existing attitude towards the brand, (b) Cause affinity and (c) Cause–Brand fit. Further, it was found that CBA has positive effects on post-CBA attitude towards brand and post-CBA attitude towards the cause, which in turn influence purchase intentions and behavioural intentions towards social cause, respectively. Furthermore, the model demonstrated a positive effect of behavioural intentions on purchase intentions. The article provides useful insights into the important dimensions of CBA that can be utilized to design effective promotion campaigns. This also proposes a model integrating both consequences and determinants of CBA.

No abstract

A cause-brand association (CBA) is a marketing strategy wherein a brand integrates a social cause, and aims to achieve both social as well commercial objectives. Millennials are often described as a socially-conscious age cohort. The objective of the study was to empirically examine millennials' responses towards the strategy of CBA. A sample of 622 respondents has been analysed using Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). The results of the study revealed that attitude towards CBA influences millennials' purchase intentions (PI), behavioural intentions towards the cause (BI) and social media intentions (SMI). Moreover, there is a positive effect of SMI on PI, and BI on PI, which offers an alternative way to enhance purchase intentions. Likewise, the impact of SMI on BI also presents an unconventional way to enhance support for the cause. The study highlights practical implications for marketing managers, non-profit organisations (NPO) and academicians.