The Effectiveness of Cause-Related Marketing: A Meta-Analysis on Consumer Responses

Abstract

Cause-related marketing (CM), which links corporate donations to consumer purchases, has ongoing momentum in marketing. As the magnitude and direction of consumers’ CM response are inconclusive, this meta-analysis synthesizes evidence on main and moderator effects from 237 studies. On average, it finds a moderate effect for attitudinal (d=.458) and a weak effect for behavioral response (d=.283; both p <.001), both with high underlying heterogeneity. A multivariate meta-regression on CM moderators grounded along four conceptual pillars – transparency, signals of sincerity, purchase context, and consumers’ emotional attachment to CM – shows that attitudinal effects hinge mostly on emotional attachment. Suboptimal execution and poor communication of the donation appeal in particular can even have detrimental effects on attitudes. In addition, various moderators from other pillars play a relevant role. For behavioral outcomes, both emotional attachment and signals of sincerity are equally important. The visual prominence of the donation is the most relevant individual moderator, with only a few others related to the two pillars following with some distance. CM therefore requires different priorities depending on corporate objectives. The paper further compares CM effects to those of other marketing instruments, simulates practical examples and provides avenues for further research.

The logo ‘visual thickness effect’: When and why it boosts brand personality

“…Synthesising the notions of brand power and brand personality by comparing the characteristics of strong brands with characteristics of the five constructs of brand personality, we argue that powerful brands score high across the dimensions of brand personality. What further strengthens this argument is that consumers show greater, and more stable, brand attitudes toward strong brands (Schamp et al, 2022) as the latter score high on brand personality (Aaker, 1997; Keller, 1993; Luffarelli et al, 2018). For example, the brands' power to make larger donations for non‐profit purposes signals higher levels of sincerity (Schamp et al, 2022), while brands with the power to highly differentiate themselves in the market are perceived as being unique (Lovett et al, 2013), and thus exciting (Aaker, 1997).…”

“…What further strengthens this argument is that consumers show greater, and more stable, brand attitudes toward strong brands (Schamp et al, 2022) as the latter score high on brand personality (Aaker, 1997; Keller, 1993; Luffarelli et al, 2018). For example, the brands' power to make larger donations for non‐profit purposes signals higher levels of sincerity (Schamp et al, 2022), while brands with the power to highly differentiate themselves in the market are perceived as being unique (Lovett et al, 2013), and thus exciting (Aaker, 1997). Brands that are powerful become successful (Batra et al, 2010; Tauber, 1988) and therefore are perceived as competent (Aaker, 1997).…”

Cause‐related marketing in pandemic context—The effects of cause‐brand fit and cause‐brand alliance on customer‐based legitimacy and reputation

“…Among the portfolio of available CRM tools, the results contribute to past research that underscores the need to further analyze the antecedents of legitimacy and reputation, and to past work calling for new studies to further illuminate cause–brand fit and cause–brand alliance positive outcomes. As such, CRM initiatives, being strong image builders (Schamp et al, 2022), should nourish and further strengthen legitimacy and reputation as basic requirements for customer support.…”

“…Thus, the results confirm the theoretical findings that suggest that low cause–brand fit and low cause–brand alliance might be perceived as abusive marketing tools (i.e., Chéron et al, 2012). During the COVID‐19 period, characterized by high levels of stress and anxiety, customers sought reliable and secure brands, praising their sincerity signals (Schamp et al, 2022). The trust issue has become paramount for customers to confer legitimacy and reputation (Hypotheses 3 and 4).…”

“…Nevertheless, the effect of cause–brand fit on consumers' attitudes and behaviors in the CRM context is still debatable (Zhang et al, 2020). Overall, the latest studies suggest a more promising CRM effect on long‐term image building than on companies' sales (Schamp et al, 2022).…”