Cause-related marketing : an extension of the congruity concept

Abstract

This paper considers the concept of congruity or \u27fit\u27 in a cause-related marketing (CRM) context. At present, there is a gap in the literature that explores how nonprofit-forprofit pairings affect a consumer\u27s response to and evaluation of CRM campaigns. This paper develops the concept of \u27fit\u27 with particular attention being paid to three dimensions, namely, cognitive, emotional and behavioural congruity and the role these concepts play in determining consumers&rsquo; perception of the \u27relatedness\u27 of products and causes.<br /