Publicidad conjunta marca-causa: el papel de la implicación del individuo hacia la publicidad en la comprensión y evaluación del mensaje

Abstract

The influence of cause-related marketing campaigns on consumer behaviour is a key topic of interest in recent marketing literature. Both brand- and cause-related individual's involvement are frequently incorporated into consumer response models. However, such involvements are based on the premise of a strong level of affinity towards the brand or the cause. As a consequence, a biased estimation of the ‘real’ influence of these campaigns on consumer behaviour should be estimated. The aim of this paper is to analyse how an individual's involvement toward the ads influences his/her assessment of joint (brand-cause) messages and his/her attitude towards the brand. This involvement is extrinsic, and does not involve any previous relationship with either the brand or the cause. With this aim, a two-step empirical study is developed. The results confirm that such involvement makes it easier for the individual to pay attention to the message. It also contributes to the information being correctly evaluated and favours the evaluation of marketing campaigns.