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Role of celebrity in cause related marketing

Author

Listed:
  • N. Thamaraiselvan

    (National Institute of Technology)

  • B. Senthil Arasu

    (National Institute of Technology)

  • J. Daniel Inbaraj

    (National Institute of Technology)

Abstract

Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both brand and nonprofit organizations by changing the nature of corporate engagement in social causes. Celebrity endorsements have become popular in CrM in recent years, as they have always been with brand marketing in the past. In this study, we have developed a conceptual model to analyze the influence of celebrity credibility on the antecedents of cause-related marketing. A survey of literature showed that four antecedents - ‘celebrity-cause fit’, ‘celebrity brand fit’, ‘cause-brand fit’ and ‘brand credibility’ are important and were used in the study. Data were collected from 406 college students through a questionnaire-based survey. The results showed that celebrity credibility significantly influences all the antecedents of cause-related marketing and in turn influences outcome variables such as ‘attitude towards cause-related marketing’ and ‘purchase intention’. Celebrity-cause fit and cause-brand fit did not have significant influence on attitude towards cause-related marketing. Future research avenues and implications are discussed.

Suggested Citation

  • N. Thamaraiselvan & B. Senthil Arasu & J. Daniel Inbaraj, 2017. "Role of celebrity in cause related marketing," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(3), pages 341-357, September.
    • Handle: RePEc:spr:irpnmk:v:14:y:2017:i:3:d:10.1007_s12208-017-0176-0
    DOI: 10.1007/s12208-017-0176-0
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    References listed on IDEAS

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    1. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    2. Lafferty, Barbara A., 2007. "The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility," Journal of Business Research, Elsevier, vol. 60(5), pages 447-453, May.
    3. Lafferty, Barbara A. & Edmondson, Diane R., 2014. "A note on the role of cause type in cause-related marketing," Journal of Business Research, Elsevier, vol. 67(7), pages 1455-1460.
    4. Kahle, Lynn R & Homer, Pamela M, 1985. "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 954-961, March.
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    Cited by:

    1. Thamaraiselvan Natarajan & Daniel Inbaraj Jublee & Dharun Lingam Kasilingam & Gladys Stephen, 2018. "The moderating role of social themes in cause-related marketing advertisements," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 433-454, December.
    2. Hina Yaqub Bhatti & M. Mercedes Galan-Ladero & Clementina Galera-Casquet, 2023. "Cause-related marketing: a systematic review of the literature," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 25-64, March.
    3. Shiwangi Singh & Sanjay Dhir, 2019. "Structured review using TCCM and bibliometric analysis of international cause-related marketing, social marketing, and innovation of the firm," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 335-347, December.
    4. Madhurima Deb, 2021. "The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 387-401, September.
    5. Jublee, Daniel Inbaraj & Kasilingam, Dharun & Stephen, Gladys, 2023. "Investigating the impact of brand vs cause interaction on cause related advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Kara Chan & Ting Zhang, 2019. "An exploratory study on perception of celebrity endorsement in public services advertising," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 195-209, December.
    7. Passent Tantawi & Heba Sadek, 2019. "The impact of celebrity endorsement in cause related marketing campaigns on audiences’ behavioral intentions: Egypt case," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 293-311, December.

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