Journal of Management Research
Volume 18, Number 1 (January–March 2018)
ISSN: 0972-5814 Online ISSN: 0974-455X
Cause-Brand Association A Review
Deepa Rohit and Rajesh Panda
| Abstract |
A marketing strategy of associating a brand or a corporate to a social cause can be referred to as
cause-brand association (CBA). The study reveals various forms of linking a brand to a cause viz.
cause-related marketing (CrM), cause-promotion, cause-brand alliance and corporate social responsibility in marketing, which lead to a strong cause-brand association. A strategy of CBA has a
positive impact on various corporate objectives viz. forming a positive attitude towards the brand,
enhancing corporate image and increasing sales. However, the success of the association is determined by various antecedents and moderating variables. Thus, the purpose of the study is to
examine the important variables that influence CBA. This study is based on literature review. The
findings propose five attributes of CBA viz. cause-brand fit, consumer characteristics, campaign
characteristics, consumer responses and consumer attribution of corporate motives. The study provides a snippet of the present literature on CBA, which would be useful for future researchers to organise their knowledge in this context.
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