Demonstrating a lack of brand/cause effects on point of sale donations

• Authors: Joshua T. Coleman , Michael C. Peasley
• Languages of publication: EN

Abstracts

EN

Point of sale cause-related marketing has raised over $2 billion for charities over the past 30 years, yet the subject remains largely unexplored in academic literature. The subject of brand/cause fit, however, is prolific throughout extant research, with many studies showing that high congruence between a company and a charity is necessary to achieve philanthropic success. This paper challenges current marketing thinking both conceptually and empirically. Employing tests of no-effect hypotheses following the guidelines set out by Cortina and Folger (1998), it is established that, in the point of sale cause-related marketing context, the traditional effects of brand/cause fits do not apply. Across three studies involving experimental designs and over 500 respondents, the results of one-way ANOVA analyses consistently demonstrate that a low brand/cause fit can be just as effective as a high/brand cause fit. These findings contribute to a profound understanding of social efforts such as cause-related marketing may not be as simple or easily understood as was once thought.

Keywords

EN

cause-related marketing; brand/cause fit; point of sale; retailing; null hypothesis testing

• Publisher: Sciendo
• Journal: Management & Marketing
• Year: 2015
• Volume: 10
• Issue: 3
• Pages: 226-243

Dates

published

2015-10-01

online

2015-11-18

Contributors

author

Joshua T. Coleman

• Fogelman College of Business and Economics University of Memphis, United States of America

author

Michael C. Peasley

• Fogelman College of Business and Economics University of Memphis, United States of America

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Identifiers

DOI

10.1515/mmcks-2015-0016