2026-09-20T09:07:44.707276100Zhttps://opus.uleth.ca/server/oai/request
oai:opus.uleth.ca:10133/48872022-08-16T19:32:08Zcom_10133_3346com_10133_1com_10133_296col_10133_3351col_10133_298
ULethbridge OPUS Repository supervisor Basil, Debra supervisor Runté, Mary author Liebetrau, Jennifer author University of Lethbridge. Faculty of Management 2017-07-25T20:06:10Z 2017-07-25T20:06:10Z 2017 https://hdl.handle.net/10133/4887 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. en_CA fit cause-related marketing CRM associative network theory balance theory categorization commonality valence Toward developing a model for fit in cause-related marketing Thesis 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