Conceptualizing Fit in Cause-Related Marketing: The Roles of Valence and Commonality

Cause-related marketing (CrM) involves partnerships between companies and charities to support social causes. Although CrM can provide important benefits to charities, identifying appropriate partners remains challenging. Prior research indicates that company – cause fit enhances CrM effectiveness. Unfortunately, fit has been conceptualized inconsistently within the literature. In this research, we develop an integrative model of fit in CrM that organizes commonly examined fit forms along two orthogonal dimensions: commonality and valence. Using an online laboratory experiment (N = 513), we show that fit can be conceptualized in four broad categories – negative, neutral, low-positive, and high-positive. Within these four fit categories, we situate specific fit subtypes identified in the literature. Results demonstrate that these fit subtypes differentially influence consumer attitudes toward the partnership and purchase intentions for associated products and services. Theoretical and practical implications for CrM research and partnership selection are discussed.