Prior research on cause‐related marketing (CM) shows that congruencies between for‐profit and nonprofit organizational missions and target markets affect consumers' perceptions of the partnership fit, and their subsequent response to CM promotions. The current work explores how congruencies between for‐profit and nonprofit sizes influence consumers' perceptions of the partnership fit, and subsequently, their attitudes toward CM efforts. Study 1 shows that consumers perceive a low degree of organizational partnership fit between a small for‐profit and large nonprofit (relative to other partnership configurations). Study 2 shows the nature of donated resources can affect organizational partnership fit perceptions, such that donations of needed goods (vs. money) can improve consumers' perceptions of partnership fit between a small for‐profit and large nonprofit. Study 3 shows that organizational cause congruency and organizational size both independently contribute to perceptions of organizational partnership fit.

中文翻译：

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探索营利性和非营利性规模一致性的影响：与因果相关的营销的交换观点

先前对与因果相关的营销（CM）的研究表明，营利性组织和非营利性组织使命与目标市场之间的一致性会影响消费者对合作伙伴适合度的看法，以及他们随后对CM促销的反应。当前的工作探讨了营利性和非营利性规模之间​​的一致性如何影响消费者对合作伙伴关系的理解，以及随后的消费者对CM工作的态度。研究1显示，消费者对小型营利性组织和大型非营利性组织（相对于其他合伙关系配置）的组织伙伴关系适应程度较低。研究2显示，捐赠资源的性质可能会影响组织伙伴关系的合适观念，因此捐赠所需商品（相对于金钱）可以改善消费者的满意度。对合作伙伴关系的看法适合小型的营利性组织和大型的非营利性组织。研究3显示，组织原因的一致性和组织规模两者都独立地促进了对组织伙伴关系适合度的认识。