Impact of Cause-Brand Affinity and Longevity of Partnership on Consumer Response to Cause-Related Marketing in Nigeria

Abstract

None of the minimal Nigeria-based studies on cause-related marketing considered cause-brand affinity and longevity of partnership between a firm and a cause as possible antecedents of a successful cause-related marketing campaign. This study, therefore, sheds light on the impact of these two variables on consumer response to cause-related marketing. Questionnaire was used to collect data from 308 lecturers drawn from five universities in five States of South East, Nigeria. Hypotheses of the study were tested using partial correlation. The results indicate that both cause-brand affinity and longevity of partnership between a firm and a cause are influential factors on consumer response to cause-related marketing campaigns. Strategic tips for successful cause-related marketing campaigns were recommended.

Keywords: Cause-related marketing, Cause-brand affinity, Longevity of partnership, Consumer response.