Fit Isn't Everything: A Moderated Mediation Model of Fit,Cause Involvement,and CSR Knowledge on Consumer Response to Cause-Related Marketing

摘要

This research addresses the question of whether and when consumers positively respond to a retailer's cause-related marketing campaign,based on cause involvement and CSR knowledge of the consumer.This present paper finds that,in general,perceived motives fully mediate between cause-brand fit and consumer responses,and that the relationship between cause-brand fit and consumer responses is stronger when consumers are involved in the cause and have CSR knowledge about the brand.