Brand prominence in cause related marketing: luxury versus non luxury
Past research on cause related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two brands that are partner involved (for profit and non profit brands) This study aims to advance a model of moderated mediation that explains how and under what circumstances brand prominence disparity enhances consumers' attitudes toward CRM co branded products and increases purchase intention,The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of brand prominence disparity is explained by the mediating role of attitude toward a CRM co branded product. Study 2 demonstrates that this mediation is moderated by the positioning of the for profit brand partner (luxury vs non luxury positioning),Results show that brand prominence disparity has a role in defining consumers' purchase intention toward a CRM co branded product through mediation of attitude. Moreover, positioning of the for profit brand partner moderates the cognitive processes activated by the visual brand prominence. In luxury positioning, a loud visual prominence of the for profit brand significantly improves consumers' attitudes and intentions to buy the CRM co branded product.,The study extends our understanding of how visual brand presence can promote the effectiveness of co branded CRM initiatives, and it offers practical guidelines for marketers wishing to partner with social causes, while promoting products with luxury or non luxury features.