Brand prominence in cause-related marketing: Luxury versus non-luxury

Purpose: 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 advances 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. Design: The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of visual 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). Findings: 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. Originality: The study extends our understanding of how visual brand presence can promote the effectiveness of co-branded CRM initiatives, and offers practical guidelines for marketers wishing to partner with social causes, while promoting products with luxury or non-luxury features.