The impact of brand and social cause prominence dimensions of fit on consumer intentions to buy cause-related products

Abstract

Purpose

The aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related products by considering cases with more versus less positive attitudes towards a brand and a higher versus lower social cause affinity.

Design/methodology/approach

The study is based on data obtained via a survey of 403 respondents in Lithuania. A between-subjects study design with different brands and causes was used to identify the role of the differences in brand attitude and cause affinity on the message strength.

Findings

The data analysis has revealed that the specific prominence dimensions of fit (relationship visibility, relationship explicitness, visuals/colours, local attributes) have a direct and indirect impact, via the message strength, on consumer intentions to purchase cause-related products. Additionally, the mediation of the message strength was dependent on attitudes towards a brand but not on cause affinity.

Originality/value

This is the first attempt to contribute to filling the research gap regarding the impact of the prominence dimensions of fit on the intention to purchase a cause-related product. Paying special attention to message strength mediation allowed for the assessment of both the direct and indirect effects of the individual dimensions of fit.

Citation

Dagyte-Kavoliune, G., Adomaviciute, K. and Urbonavicius, S. (2021), "The impact of brand and social cause prominence dimensions of fit on consumer intentions to buy cause-related products", EuroMed Journal of Business, Vol. 16 No. 4, pp. 456-470. https://doi.org/10.1108/EMJB-05-2020-0049