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When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic

Saeedeh Rezaee Vessal, Judith Partouche, Insaf Khelladi, Sylvaine Castellano, Mehmet Orhan, Rossella Sorio

International Marketing Review (2023) 40 (5): 1245–1262.

https://doi.org/10.1108/IMR-12-2021-0385

Published: 09 August 2023

... one's attitude toward fit in a cause–brand alliance serves as a mediator in this relationship. The results also indicate that perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand. However, when it comes to facing a global pandemic, culture has no significant...

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