Cause Involvement and Brand-Cause Fit as Determinants of Consumer Responses to CRM Campaigns

The present research contributes to the CRM literature by examining the interactive effects of brand-cause fit and cause involvement on consumer attitudes and participation intentions towards CRM campaigns. Despite extensive research, the results regarding the role of fit are mixed. The authors take a new perspective in this relationship and postulate that cause involvement should be examined as a determining factor in the relationship between brand-cause fit and campaign attitudes and participation intentions. An experiment was designed and implemented to test the research hypotheses. Findings suggest that brand-cause fit is an important evaluating factor for CRM alliances only for high involved consumers. Implications for the study are discussed.