Cause-Company Fit in Cause-Related Marketing Campaigns and Consumer Outcomes: A Replication and Extension Using Field Data

This paper conceptually replicates and extends papers on cause-company fit in cause-related marketing (CM) campaigns and its impact on consumer outcomes, such as Ellen et al. (2006) and Becker-Olsen et al. (2006), through perceived motives. Our results support this relationship using data from actual consumers involved in a CM campaign and finds that consumer cause involvement and general knowledge of the company’s corporate social responsibility (CSR) activities strengthens that relationship.