The effect of brand-cause fit on consumers' responses to cause-related marketing: a study on young Vietnamese consumers

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School of Business | Bachelor's thesis
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Objectives Given the contentious debate regarding the role of brand-cause fit in cause-related marketing, this thesis aims to, first and foremost, compare the perceived value of high and low brand-cause fit. From then, the study seeks to gain more insight into the significance of high (versus low) brand-cause fit in shaping consumers' purchase intention. Finally, this thesis explores if and how other factors can affect the way consumers perceive brand-cause fit. Summary This study, which targets Vietnamese young consumers, uses qualitative data collection method to fulfill the above objectives. Two focus groups were conducted to examine consumers’ purchase intention, using a choice-selection activity that features different brand-cause links of different level of fit. A discussion session then takes place in a semi-structured form to understand how consumers perceive brand-cause fit as well as the impact of fit and other factors on purchase intention. Conclusions The results support the major consensus across different literature that a high brand-cause fit elicits more positive response than a low one does. However, the impact of brand-cause fit on purchase intention is very transient and most noticeable only in the first few moments of product evaluation. The combination of brand-cause fit and other factors might lead consumers to either evaluate more on the fit or ignore the fit and consider other aspects of the product. The more consumers evaluate on a low fit, the more likely they are to become skeptical. However, given the limited sample, such results shouldn’t be used to represent Vietnamese young consumers as a whole.
Thesis advisor
Turunen, Linda
cause-related marketing, brand-cause fit, Vietnam, young consumers, cognitive elaboration, customer perceived value
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