Purpose:udCompanies 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 analyses 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.ududDesign/methodology/approach:udThis 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.ududFindings:udResults demonstrate that adjustment to two of the five dimensions is sufficient to influence emotional responses positively.ududResearch limitations/implications:udthis study presents limitations since it has been developed using a particular sample of university students.ududPractical implications:udThese 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.ududOriginality/value:udThe 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.
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机译：目的： ud公司越来越多地在广告中纳入对社会原因的支持，以改善品牌形象和增加销售，但尚不清楚这些行为如何影响购买意图。本文从战略角度分析了这种关系，以评估是否适合任何程度Zdravkovic等人的五个战略维度。 （2010）协同提出影响购买意向。 ud ud设计/方法/方法： ud这项研究包括两个阶段：建立品牌因果关系的定性阶段，以及对其中一种关系进行定量研究以检验哪些适合维度是 ud udFindings： ud结果表明，对五个维度中的两个进行调整足以对情感反应产生积极影响。 ud ud研究局限性/含义： ud这项研究存在局限性，因为它具有 ud ud实际含义： ud这些分析为经理提供了工具，以验证哪些类型的策略适合关系在这种关系中运作，并促进联合品牌规划以实现财务目标。 ud ud价值： ud分析为经理们提供了工具，以验证在这种关系中哪些类型的战略契合有效并促进共同支配规划以实现财务目标。
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