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<p>This study investigates the underlying mechanisms that drive the effectiveness of Cause-Related Marketing (CRM) by simultaneously examining the effects of brand-cause congruence and consumer-cause identification on attitude towards CRM and purchase intentions. Drawing on the congruence theory (Mandler, 1982), the social identity theory (Tajfel &amp; Turner, 1986), and attribution theory (Heider, 1958), the conceptual model also incorporates not only trust in CRM as a moderator, but also the attribution of altruistic motivations as a mediator. A quantitative survey was conducted among 308 Tunisian consumers, and the collected data were analysed using structural equation modeling (AMOS). The obtained results indicate that brand-cause congruence positively affects attitude towards CRM only through the attribution of altruistic motivations, confirming a full mediation. Additionally, consumer-cause identification directly enhances purchase intentions, while trust in CRM positively moderates the relationship between altruistic motivations and attitude towards CRM. These findings enrich the understanding of consumer behaviour in the context of CRM by highlighting the importance of psychological dimensions in shaping attitude and intentions. They also provide practical managerial guidance for designing credible, congruent, and socially authentic CRM campaigns.</p>

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The effect of brand-cause fit and consumer-cause identification on consumers’ purchase intentions in cause-related marketing (CRM): the mediating role of altruistic motives and the moderating role of trust in CRM

  • 期刊论文

  • 发表日期：

    2026年6月29日

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  • Molka Triki,
  • Amel Chaabouni

摘要

This study investigates the underlying mechanisms that drive the effectiveness of Cause-Related Marketing (CRM) by simultaneously examining the effects of brand-cause congruence and consumer-cause identification on attitude towards CRM and purchase intentions. Drawing on the congruence theory (Mandler, 1982), the social identity theory (Tajfel & Turner, 1986), and attribution theory (Heider, 1958), the conceptual model also incorporates not only trust in CRM as a moderator, but also the attribution of altruistic motivations as a mediator. A quantitative survey was conducted among 308 Tunisian consumers, and the collected data were analysed using structural equation modeling (AMOS). The obtained results indicate that brand-cause congruence positively affects attitude towards CRM only through the attribution of altruistic motivations, confirming a full mediation. Additionally, consumer-cause identification directly enhances purchase intentions, while trust in CRM positively moderates the relationship between altruistic motivations and attitude towards CRM. These findings enrich the understanding of consumer behaviour in the context of CRM by highlighting the importance of psychological dimensions in shaping attitude and intentions. They also provide practical managerial guidance for designing credible, congruent, and socially authentic CRM campaigns.