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Determinants of cause co-branding success: a study of consumers' attitudes in banking sector

Abbo Marie Helene, Muneesh Kumar, Benavent Christophe
2012 Banks and Bank Systems  

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2012). Determinants of cause co-branding success: a study of consumers' attitudes in banking sector. Banks and Bank Systems, 7(2) RELEASED ON Abstract This study examines the role of several antecedents in explaining the consumer's attitude towards cause co-branded credit cards where the bank makes a commitment to donate a percentage or a designated amount to the 'non-profit organization' (NPO) each time the customer uses such credit card for payment. The results of the study conducted on
more » ... consumers confirm and enrich the findings of earlier research in the brand alliances literature which were based on antecedents such as prior attitude towards the 'for-profit organization' (FPO) and NPO brands, Brand Name Fit and Product Cause Category Fit.
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Abbo Marie Helene, Muneesh Kumar, Benavent Christophe. "Determinants of cause co-branding success: a study of consumers' attitudes in banking sector." Banks and Bank Systems (2012)