Purpose

The aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related products by considering cases with more versus less positive attitudes towards a brand and a higher versus lower social cause affinity.

Design/methodology/approach

The study is based on data obtained via a survey of 403 respondents in Lithuania. A between-subjects study design with different brands and causes was used to identify the role of the differences in brand attitude and cause affinity on the message strength.

Findings

The data analysis has revealed that the specific prominence dimensions of fit (relationship visibility, relationship explicitness, visuals/colours, local attributes) have a direct and indirect impact, via the message strength, on consumer intentions to purchase cause-related products. Additionally, the mediation of the message strength was dependent on attitudes towards a brand but not on cause affinity.

Originality/value

This is the first attempt to contribute to filling the research gap regarding the impact of the prominence dimensions of fit on the intention to purchase a cause-related product. Paying special attention to message strength mediation allowed for the assessment of both the direct and indirect effects of the individual dimensions of fit.

中文翻译：

---

品牌和社会事业突出维度对消费者购买事业相关产品意愿的影响

目的

本研究的目的是通过考虑对品牌的积极态度多与少，以及对品牌的积极态度较高与较低的情况，评估品牌与事业之间匹配的突出维度对消费者购买与事业相关产品的意愿的直接和间接影响。较低的社会原因亲和力。

设计/方法/方法

该研究基于通过对立陶宛 403 名受访者进行的调查获得的数据。使用具有不同品牌和原因的受试者间研究设计来确定品牌态度和原因亲和力差异对信息强度的作用。

发现

数据分析表明，适合的特定突出维度（关系可见性、关系明确性、视觉效果/颜色、本地属性）通过消息强度对消费者购买公益产品的意愿有直接和间接的影响。此外，信息强度的中介取决于对品牌的态度，而不是原因亲和力。

原创性/价值

这是第一次尝试有助于填补关于适合的突出维度对购买原因相关产品的意图的影响的研究空白。对消息强度中介的特别关注允许评估个体拟合维度的直接和间接影响。