- Title
- Keeping it real: examining the influence of co-branding authenticity in cause-related marketing
- Creator
- Ilicic, Jasmina; Baxter, Stacey M.; Kulczynski, Alicia
- Relation
- Journal of Brand Management Vol. 26, p. 49-59
- Publisher Link
- http://dx.doi.org/10.1057/s41262-018-0109-1
- Publisher
- Palgrave Macmillan
- Resource Type
- journal article
- Date
- 2019
- Description
- We introduce co-branding authenticity (genuine and real) as a driver of consumer intentions to purchase cause-related products. We argue that celebrity social responsibility influences the perceived authenticity of triadic co-branding partnerships (celebrity, brand, and cause). Across three experiments, we demonstrate that celebrity social responsibility increases perceptions of co-branding authenticity, which, in turn, enhances purchase intentions of cause-related products. We demonstrate that co-branding authenticity is a stronger predictor of purchase intentions of cause-related products than co-branding fit. We also determine that the effect of co-branding authenticity on the purchase intention of cause-related products is influenced by consumer self-transcendence values. Consumers high in self-transcendence (i.e., concerned with the welfare of other people) possess greater intentions to purchase the cause-related product when the celebrity is perceived as socially responsible and the co-branding partnership is perceived as authentic. This research has important ramifications for brand managers in the selection of partners with which to form a triadic co-branding partnership for the purpose of enhancing corporate social responsibility.
- Subject
- celebrity responsibility; co-branding; authenticity; cause-related marketing; purchase
- Identifier
- http://hdl.handle.net/1959.13/1444848
- Identifier
- uon:42424
- Identifier
- ISSN:1350-231X
- Language
- eng
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