Toward developing a model for fit in cause-related marketing
University of Lethbridge. Faculty of Management
Lethbridge, Alta. : University of Lethbridge, Faculty of Management
The main purpose of this thesis was to illuminate the concept of fit in cause-related marketing (CRM) by proposing and testing a valenced model for CRM fit. The model was created based on an integration of extant CRM fit literature and theoretical frameworks. It distinguishes three general fit types (positive, neutral, negative) along the two dimensions of commonality and valence. Within the general fit categories, a further classification into nine sub-types of fit was suggested. In two studies it was shown that negative fit, compared to positive and neutral fit, constituted a fit type that was most difficult to interpret and classify in that it was seen as negative, positive, and also neutral fit. Commonality and valence ratings, together with fit categorizations, suggested a re-ordering of some fit categories, particularly natural theme, prevention, created theme, and general interest fit. In terms of CRM attitudes and purchase intentions, positive fit types were rated most favorable. The negative prevention fit sub-type evoked responses comparable to positive fit sub-types. Generally, negative fit types were regarded as most unfavorable relative to positive fit and neutral fit.
fit , cause-related marketing , CRM , associative network theory , balance theory , categorization , commonality , valence