Cause-brand Alliances: Less Familiar Brands With Familiar Causes

Cause-related marketing literature has focused on familiar brands, failing to address the relationships between less familiar brands and familiar causes in cause–brand alliances. However, cause–brand alliances may be an effective way for less familiar brands to establish positive associations with consumers. Using an integrated theoretical framework and extant literature on alliance brands and cause–brand alliances with familiar brands and causes, this conceptual article addresses how marketers of less familiar brands can enhance consumers’ associations about the brand to build favorable brand attitudes, purchase intentions and brand equity by partnering their brand with a familiar cause. In addition, this conceptual article offers recommendations for managers of less familiar brands and outlines priorities for future research.