Brand awareness or brand credibility? This is the matter in a co-branded cause related marketing program

The aim of this study is to analyse the potential of a co-branding strategy in cause related marketing (CRM). The intent is to verify the role of brand awareness and brand credibility on consumers’ intention toward a co-branded cause related product. The study consists of an experimental between subject design. Findings show that brand awareness, and not brand credibility, is able to affect consumers’ willingness to buy and to pay for the product. Even if a for-profit brand is not so credible, it could reach positive results in a CRM co-branded campaign together with a well-known non-profit brand.