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Role of celebrity in cause related marketing


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.

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Correspondence to N. Thamaraiselvan.




The celebrity endorser is [honest].

The celebrity endorser is [reliable].

The celebrity endorser is [trustworthy].

The celebrity endorser is [dependable].

The celebrity endorser is [sincere].


The celebrity endorser is [attractive].

The celebrity endorser is [classy].

The celebrity endorser is [elegant].

The celebrity endorser is [sexy].


The celebrity endorser is [experienced].

The celebrity endorser is [knowledgeable].

The celebrity endorser is [qualified].

The celebrity endorser is [expert].

Celebrity-brand fit:

It is very logical for the celebrity to endorse the [Brand].

This celebrity is very appropriate to endorse the [Brand].

The [Brand] matched with the celebrity personality.

Celebrity and [Brand] represent each other well.

Celebrity and [Brand] fit together well.

Celebrity-cause fit:

It is very logical for the celebrity to endorse the [Cause].

This celebrity is very appropriate to endorse the [Cause].

The [Cause] matched with the celebrity personality.

Celebrity and [Cause] represent each other well

Celebrity and [Cause] fit together well.

Cause-brand fit:

[Brand] and the [Cause] are consistent with each other.

[Brand] and the [Cause] together is a typical match.

[Brand] and the [Cause] represent each other well.

[Brand] and the [Cause] complement each other.

[Brand] and the [Cause] fit together well.

[Brand] and the [Cause] together make sense.

Attitude towards CrM:

I like buying products which donate part of their profits to a charitable cause.

I am willing to pay more for a product if the manufacturer is donating part of the profits to charity.

If a company is donating part of its profits to a charity then I am more likely to buy its products.

Companies who advertise that they are donating part of their profits to charity are good corporate citizens.

I make a special effort to buy from companies that support charitable causes.

Brand Credibility:

This [Brand] has the ability to deliver what it promises.

This [Brand] delivers what it promises.

This [Brand] product claims are believable.

This [Brand] has a name you can trust.

This [Brand] doesn’t pretend to be something it isn’t.

Purchase Intention:

I am eager to learn more about this product which is related to a campaign for a cause.

I am likely to participate in a campaign for a cause by purchasing the product.

I would be willing to influence others to purchase this cause-related product.

I would be willing to purchase this cause- related product.

I would consider purchasing from this firm which donates to a cause in order to help it.

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Thamaraiselvan, N., Arasu, B.S. & Inbaraj, J.D. Role of celebrity in cause related marketing. Int Rev Public Nonprofit Mark 14, 341–357 (2017).

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  • Cause-related marketing
  • Celebrity credibility
  • Brand credibility
  • Purchase Intention
  • Celebrity-cause fit
  • Celebrity brand fit