Co-branded cause-related marketing campaigns: the importance of linking two strong brands

The aim of this study is to analyse the potential of a co-branding strategy in cause-related marketing campaigns, in contrast to most studies’ underestimation of the role of brands involved in such programmes. In particular, the study applies assumptions confirmed in for-profit co-branding campaigns to the peculiar context of social-driven activities. The intent is to understand which brand is most important in consumers’ minds to improve consumers’ opinions and intentions to act on a cause-related product. The study consists of an experimental 2 (for-profit brand awareness: high; low) × 2 (non-profit brand awareness: high; low) between-subject design. The results highlight the central role played by the non-profit brand. The for-profit brand alone exerts no main effect on the dependent variables, whereas the non-profit brand shows a significant impact on purchase likelihood. Moreover, an interactive effect of both brands together affects consumers’ attitudes and expected price. The findings shed light on the effectiveness of a co-branding strategy in cause-related marketing programmes and emphasise the advisability for non-profit brand marketers to understand the importance of building strong brands.