Cause-related marketing : an extension of the congruity concept
Ringer, Allison, Oppewal, Harmen and Bednall, David 2005, Cause-related marketing : an extension of the congruity concept, in ANZMAC 2005 : Broadening the boundaries, conference proceedings, University of Western Australia, School of Business, Perth, W.A., pp. 198-206.
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ANZMAC 2005 : Broadening the boundaries, conference proceedings
Australian and New Zealand Marketing Academy Conference
University of Western Australia, School of Business
Place of publication
This paper considers the concept of congruity or 'fit' in a cause-related marketing (CRM) context. At present, there is a gap in the literature that explores how nonprofit-forprofit pairings affect a consumer's response to and evaluation of CRM campaigns. This paper develops the concept of 'fit' with particular attention being paid to three dimensions, namely, cognitive, emotional and behavioural congruity and the role these concepts play in determining consumers’ perception of the 'relatedness' of products and causes.
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