The dual-process model of similarity in cause-related marketing: How taxonomic versus thematic partnerships reduce skepticism and increase purchase willingness

The “fit” between brand and cause has received considerable attention in the study of effective cause-related marketing. However, the literature is largely ambivalent in terms of what fit means, as little systematic research has looked into the relationship between cause and brand and its impact on consumers' skepticism, and in turn, on willingness to purchase. By drawing on the dual-process of similarity, four studies provide evidence on the role of thematic vs. taxonomic similarity in reducing skepticism and help companies understand which causes to support. Specifically, our results show that willingness to purchase the brand is higher in thematic partnerships and, counter intuitively, skepticism is higher in taxonomic partnerships. We discuss the results in light of the role of trust as mediator and regulatory focus as moderator of the effect. We offer theoretical and managerial implications of these results, discussed considering the demand for companies to be more socially responsible.