Role of celebrity in cause related marketing
- 1.2k Downloads
Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both brand and nonprofit organizations by changing the nature of corporate engagement in social causes. Celebrity endorsements have become popular in CrM in recent years, as they have always been with brand marketing in the past. In this study, we have developed a conceptual model to analyze the influence of celebrity credibility on the antecedents of cause-related marketing. A survey of literature showed that four antecedents - ‘celebrity-cause fit’, ‘celebrity brand fit’, ‘cause-brand fit’ and ‘brand credibility’ are important and were used in the study. Data were collected from 406 college students through a questionnaire-based survey. The results showed that celebrity credibility significantly influences all the antecedents of cause-related marketing and in turn influences outcome variables such as ‘attitude towards cause-related marketing’ and ‘purchase intention’. Celebrity-cause fit and cause-brand fit did not have significant influence on attitude towards cause-related marketing. Future research avenues and implications are discussed.
KeywordsCause-related marketing Celebrity credibility Brand credibility Purchase Intention Celebrity-cause fit Celebrity brand fit
- Bergkvist, L., Hjalmarson, H., & Mägi, A. W. (2016). A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects. International Journal of Advertising, 35(2), 171–184. doi: 10.1080/02650487.2015.1024384.CrossRefGoogle Scholar
- Company, T.N. (2015). The Sustainability Imperative. New York City, New York, United States.Google Scholar
- Edmondson, D.R., & Lafferty, B.A. (2007). Cause Related Marketing: A Model of Consumer’s Attitude toward the Cause-Brand Alliance. Distinguished Teaching Competition-Sponsored by Sherwin-Williams, 67, 20.Google Scholar
- Edmondson, D. R., & Lafferty, B. A. (2014). A model of relevant antecedents and outcome variables for cause-related marketing. Journal of Management & Marketing Research, 14, 1.Google Scholar
- Goksel, S. (2014). Celebrity endorsement: how it works when a celebrity fits the brand and advertisement. World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 8(4), 1043–1051.Google Scholar
- Govers, P. C., & Mugge, R. (2004). I love my jeep, because it’s tough like me’: The effect of product-personality congruence on product attachment. Proceedings of the Fourth International Conference on Design and Emotion, Ankara, Turkey.Google Scholar
- Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Upper Saddle River: Pearson Prentice Hall.Google Scholar
- Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The dual credibility model: the influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1–11. doi: 10.1080/10696679.2002.11501916.
- Leiprecht, H. (2013). Giving a face to the good cause: The effects of celebrity endorsed cause-related marketing. University of Amsterdam.Google Scholar
- Magazine, F.I. (2016). 2015 Celebrity 100 List- Forbes India Magazine. http://forbesindia.com/lists/2015-celebrity-100/1519/all. Accessed 10/08/2016.
- Nunnelley, W.S. (2012). Cause related marketing: Understanding celebrity, consumer, and product fit relationships. dissertation, Auburn University.Google Scholar
- Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46–54.Google Scholar
- O’Mahony, S., & Meenaghan, T. (1997). The impact of celebrity endorsements on consumers. Irish Marketing Review, 10(2), 15.Google Scholar
- Paswan, A. (2009). Confirmatory factor analysis and structural equations modeling: An introduction. Dept. of Marketing and Logistics, COB, University of North Texas, USA.Google Scholar
- Patel, J.D., Gadhavi, D.D., & Shukla, Y.S. (2016). Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing, 1–18, doi: 10.1007/s12208-016-0151-1.