Consumer Evaluation of Cause-Brand Alliance in Cause-Related Advertising: The Role of Brand Familiarity and Personal Relevance

Jaejin Lee, Hyejoon Rim


The current study aims to investigate the relative effects of cause-related marketing (CRM) involving cause-brand alliance (CBA) while evaluate the relationship between the cause brand familiarity and personal relevance of the cause. A 2 X 2 (cause brand familiarity: high or low and personal relevance: high or low) experimental study examines the effects on attitudes toward ad, company, and cause-brand alliance (CBA). The overall findings attest to the main effects of cause brand familiarity, personal relevance of the cause, and the interaction effects of the familiarity and relevance. Theoretical and managerial implications, limitations, and future research are discussed. 

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