近年來，企業社會責任的概念在台灣逐漸受到重視，而善因行銷為企業社會責任的表現方式之一，可以讓企業同時結合營利目的與社會慈善的重要促銷方式。但行銷人員並無法完全的掌控善因行銷的廣告效果為何，原因在於善因行銷會受到企業所販售的產品類別影響，且援助的善因有時也並非行銷人員所可以決定，故本研究以行銷人員可以掌握的捐贈方式為主軸，探討在不同的產品類別與不同的產品善因適配度之情境下，如何影響善因行銷的捐贈方式。
本研究以實驗設計法進行，共分為兩個實驗，實驗一為產品善因適配度(高v.s.低)、捐贈方式(金錢v.s.非金錢)的2x2二因子設計，透過廣告設計出四種情境，觀察其對依變數的影響；實驗二為產品善因適配度(高v.s.低) 、捐贈方式(金錢v.s.非金錢)、產品類別(實用品、享樂品)的2x2x2組內實驗，觀察消費者對善因行銷捐贈方式的選擇偏好為何。
研究結果指出在產品善因適配度、捐贈方式對廣告懷疑具有交互作用的影響，當產品善因適配度高時，相較於捐贈金錢，消費者在企業捐贈非金錢時有較低的廣告懷疑，而在產品善因適配度低時，相較於捐贈非金錢，消費者在企業捐贈金錢時有較低的廣告懷疑；而在加入產品類別變數後，發現產品類別和產品善因適配度、捐贈方式三者具有交互影響的效果。當產品善因適配度時高時，無論是實用品或是享樂品，消費者均較偏好非金錢的善因行銷捐贈方式；當產品善因適配度時低時，相較金錢的捐贈方式，購買實用品時消費者較偏好非金錢的捐贈方式；相較於非金錢捐贈方式，購買享樂品時消費者較偏好金錢的捐贈方式。

In recent years, the concept of Corporate Social Responsibility (CSR) has became popular in Taiwan. Cause-Related Marketing (CRM) is one way to fulfill CSR. CRM allows companys to satisfy their goals for profitability and charity at the same time. Unfortunately, marketers can not expect the outcome of CRM because the results are contingent on variables such as product type and product-cause fit. This study explores whether donation type matters in consumer choice under the circumstances of different product-cause fits and product types.
Two experiments are included in this research. Study 1 is based on a 2(product-cause fit: high v.s low) X 2(donation type : monetary v.s not monetary) factorial design. Study 2 is a 2(product-cause fit : high v.s low) X 2(donation type : monetary v.s not monetary) X 2(product type : utilitarian goods v.s hedonic goods) within-subjects design.
The results of Study 1 indicated that cause-product fit and donation types have an interaction effect in advertising skepticism. When cause-product fit is high, consumer has low advertising skepticism in the non-monetary donation condition than the monetary donation. When cause-product fit is low, opposite results are found. The results of Study 2 indicated that a three-way interaction among cause-product fit, product type and donation type. When cause-product fit is high, consumers prefer CRM with non-monetary donation regardless of product type. On the other hand, when cause-product fit is low, consumer prefer CRM with non-monetary donation for utilitarian products but prefer monetary donation for hedonic products.

第壹章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 3
第四節 研究目的與問題 5
第五節 研究流程 6
第貳章 文獻探討 8
第一節 前言 8
第二節 善因行銷概述 8
一、善因行銷發展背景 8
二、善因行銷概念與實例 9
三、善因行銷的優勢與潛在威脅 10
第二節 產品善因適配度 13
第三節 產品類別 16
一、產品類別概述 16
二、產品類別對善因行銷的影響 18
第四節 善因行銷捐贈方式 18
一、促銷活動方式 19
二、企業參與公益活動的方式 20
第五節 小結 21
第參章 研究設計與方法 22
第一節 前言 22
第二節 研究假設與架構 22
一、產品善因適配度與善因行銷捐贈方式對善因行銷廣告效果與善因行銷捐贈方式偏好選擇具交互作用的影響 22
二、產品類別對消費者善因行銷促銷偏好選擇的影響 24
三、在面對不同善因行銷捐贈方式下，產品善因適配度和產品類別對於消費者善因行銷捐贈方式偏好選擇的影響 26
第三節 小結 27
第肆章 實驗一設計 29
第一節 研究變數的操作型定義與衡量 29
一、自變數 29
二、依變數 31
三、人口統計變數 32
四、操弄檢定題項 32
五、開放性問題 32
第二節 研究設計 32
第三節 小結 33
第伍章 實驗一研究結果分析 34
第一節 前言 34
第二節 樣本資料描述 34
第三節 量表檢測 36
第四節 研究設計檢驗 36
一、產品善因適配度操弄檢定 36
二、善因行銷捐贈方式之操弄檢驗 37
三、潛在共變數檢驗 37
第五節 研究假設檢驗 38
第六節 受訪者對實驗廣告的回應 42
第七節 小結 44
第陸章 實驗二設計 46
第一節 前測 46
一、前測說明 46
二、前測結果 47
第二節 研究變數的操作型定義與衡量 48
一、自變數 48
二、依變數 52
三、人口統計變數 52
四、操弄檢定題項 52
五、開放性問題 52
第三節 研究設計 52
第四節 小結 53
第柒章 實驗二研究結果分析 54
第一節 前言 54
第二節 樣本資料描述 54
第三節 研究設計檢驗 56
一、產品類別操弄確認 56
二、潛在共變數檢定 57
第四節 研究假設驗證 57
一、產品善因適配度與善因行銷捐贈方式對善因行銷捐贈方式選擇偏好的影響 59
二、產品類別與善因行銷捐贈方式對善因行銷捐贈方式選擇偏好的影響 61
三、產品善因適配度、產品類別與善因行銷捐贈方式對消費者善因行銷捐贈方式偏好選擇的影響 62
第五節 受訪者對實驗廣告的回應 63
第六節 小結 65
第捌章 結論與建議 67
第一節 前言 67
第二節 研究結果討論 67
一、高產品善因適配度時，較適合用非金錢性捐贈；低產品善因適配度時，較適合用金錢性捐贈 67
二、實用品時，較適合用非金錢性捐贈；享樂品時，較適合用金錢性捐贈 68
三、當產品善因適配與產品類別同時考慮時，除享樂品在低產品善因適配度時，適合用金錢性捐贈，其他情況適合非金錢性捐贈 69
第三節 研究貢獻 70
一、理論貢獻 70
二、實務貢獻 71
第四節 研究限制 72
一、實驗設計的研究方法 72
二、選擇行為做為善因行銷捐贈方式選擇的影響 72
第五節 未來研究建議 72
一、捐款幅度的影響 72
二、個人差異的影響 73
三、其他產品類別的分類 73
四、品牌熟悉度 74
第六節 小結 74
參考文獻 75

黃俊英，2000，行銷管理(第二版)，華泰文化。
趙義隆，1990，大型企業贊助公益活動之研究，行政院國科會科資中心。
別蓮蒂、游舒惠，2002，企業贊助公益活動之動機、決策與影響因素，廣告學研究第十八集。
郭淑慧，2006，如何有效包裝善因行銷於消費者購買決策支廣告訊息，國立高雄大學經濟管理研究所碩士論文。
李佳穎，2008，傷害性產品的善因行銷研究-產品與善因之間的關聯性和產品類別之影響，國立高雄大學經濟管理研究所碩士論文。
李昱欣，2008，罪惡感訴求與產品類型對善因行銷效果的影響，國立高雄大學經濟管理研究所碩士論文。
游雅婷，2011，罪惡感有效嗎？廣告贊助類型和慈善對象之配適度對罪惡感訴求之公益廣告的影響，國立中山大學企業管理研究所碩士論文。
Adaval, R. (2001). Sometimes It Just Feels Right: The Differential Weighting of Affect‐Consistent and Affect‐Inconsistent Product Information. Journal of Consumer Research, 28(1), 1-17.
Ahtola, O. T. (1985). Hedonic and Utilitarian Aspects of Consumer Behavior: An Attitudinal Perspective. Advances in Consumer Research, vol. 12, Elizabeth C. Hirschman and Moris B. Holbrook, ed., Provo, UT : Association for Consumer Research,, 7-10.
Aaker, D. A. & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-41.
Alcañiz, E. B., Cáceres, R. C., & Pérez, R. C. (2010). Alliances between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image. Journal of Business Ethics, 96(2), 169-186.
Andreasen, A. R. (1996). Profits for Nonprofits: Find a Corporate Partner. Harvard Business Review, 74(6), 47.
Anuar, M. M., Omar, K., & Mohamad, O. (2013). Does Skepticism Influence Consumers Intention to Purchase Cause-related Products? International Journal of Business & Social Science, 4(5), 94-98.
Arora, N., & Henderson, T. (2007). Embedded Premium Promotion: Why It Works and How to Make It More Effective. Marketing Science, 26(4), 514-531.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656.
Basil, D.Z., & Herr, P.M. (2003). Dangerous Donations? The Effects of Cause-Related Marketing on Charity-Attitude. Journal of Nonprofit & Public Sector Marketing, 11(1), 59-76.
Basil, D. Z., Ridgway, N. M., & Basil, M. D. (2006). Guilt Appeals: The Mediating Effect of Responsibility. Psychology & Marketing, 23(12), 1035-1054.
Barone, M.J., Norman, A.T. and Miyazaki, A.D. (2007). Consumer Responses to Retailer Use of Cause-Related Marketing: Is More Fit Better? Journal of Retailing, 83(4), 437-45.
Batson, C. D. (1991). The altruism question. Toward a social-psychological answer. Hillsdale, NJ: Lawrence Erlbaum Associates.
Becker-Olsen, K., Cudmore, B., & Hill, R. (2006). The Impact of Perceived Corporate Social Responsibility on Consumer Behavior. Journal of Business Research, 59(1), 46-53.
Belk, R. W. (1979). Gift-Giving Behavior, Research In Marketing, Vol. 2, ed Jagdish Sheth, Greenwich, CT: JAI Press, 95-126.
Belk, R. W. (1984). Cultural and Historical Differences in Concepts of Self and Their Effects on Attitudes toward Having and Giving. Advances in consumer research, 11(1), 753-760.
Berkhout, T. (2005). Corporate Gains. Alternatives Journal, 31(1), 15-18.
Bigné, E., Currás, R., Ruiz, C., & Sanz., S. (2012). Cause-Related Marketing Influence on Consumer Responses: The Moderating Effect of Cause–Brand Fit. Journal of Marketing Communications, 18(4), 265-283.
Bigné, E., Currás, R., & Aldás, J. (2012). Dual Nature of Cause-Brand Fit Influence on Corporate Social Responsibility Consumer Perception. European Journal of Marketing, 46(3/4), 575-594.
Bowen, H. R. (1953). Social Responsibilities of The Businessman (No. 3). New York：Harper & Row.
Bradburn, N. M. (1969) The Structure of Psychological Well-Being, Adeline, Press, Chicago, IL.
Bronn, P. S., & Vrioni, A. B. (2001). Corporate Social Responsibility and Cause-Related Marketing: an Overview. International Journal of Advertising, 20(2), 207-222.
Brown, T.,& Dacin, A.(1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing , 61,(1) 68-84.
Caesar, P. (1986). Cause-Related Marketing: The New Face of Corporate Philanthropy. Business and Society Review, 59(1), 15-19.
Campbell, L., & Diamond, W. D. (1990). Framing and Sales Promotions: The Characteristics of a Good Deal? Journal of Consumer Marketing, 7(4), 25-31.
Carlson, M., & Miller, N. (1987). Explanation of The Relation between Negative Mood and Helping. Psychological Bulletin, 102(1), 91-108.
Chandon, P., Wansink, B., & Laurent, G. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal of Marketing, 64(4), 65-81.
Chang, C.T. (2008), To Donate or Not to Donate? Product Characteristics and Framing Effects of Cause-Related Marketing on Consumer Purchase Behavior, Psychology & Marketing, 25(12), 1089-1110.
Chang, C.T. (2011), Guilt Appeals in Cause-Related Marketing: The Subversive Roles of Product Type and Donation Magnitude, International Journal of Advertising, 30(4), 587-617.
Chang , C.T., & Liu, H-.W. (2012). Good Will Hunting? Influences of Product-Cause Fit, Product Type, and Donation Level in Cause -Related Marketing. Marketing Intelligence & Planning, 30(6), 634-652.
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Cone, C. L., Feldman, M. A., & DaSilva, A. T. (2003). Causes and Effects. Harvard Business Review, 81(7), 95-101.
Coulter, R. H., Cotte, J., & Moore, M. L. (1999). Believe It or Not: Route, Manipulation and Credibility of Guilt Appeals. Advances in Consumer Research, vol, 26, Eric J. Arnould and Linda M. Scott, eds., Provo, UT : Association for Consumer Research, 288-294
Docherty, S., & Hibbert, S. (2003). Examining Company Experiences of A UK Cause‐Related Marketing campaign. International Journal of Nonprofit and Voluntary Sector Marketing, 8(4), 378-389.
Douglas, M. & Isherwood, B. (1979). The World of Goods. New York: Basic Books
Ellen, P.S., Mohr, L.A. and Webb, D.J. (2000), Charitable Programs and The Retailer: Do They Mix? Journal of Retailing, 76(3), 393-406.
Flaherty, K., & Diamond, W. (1999). The Impact of Consumers' Mental Budgeting on The Effectiveness of Cause-Related Marketing. American Marketing Association Conference Proceedings, 10, 151-152.
Friedman, M. (1970). The Social Responsibility of Business Is to Increase Its Profits. New York. 122-126.
Gupta, S., & Pirsch, J. (2006). The Company-Cause-Customer Fit Decision in Cause-Related Marketing. Journal of Consumer Marketing, 23(6), 314-326.
Grau, S. L., Garretson, J. A., & Pirsch, J. (2007). Cause-Related Marketing: An Exploratory Study of Campaign Donation Structures Issues. Journal of Nonprofit & Public Sector Marketing, 18(2), 69-91.
Hamlin, R.P. and Wilson, T. (2004). The Impact of Cause Branding on Consumer Reactions to Products: Does Product/Cause ‘Fit’ Really Matter? Journal of Marketing Management, 20(7-8), 663-81.
Hirschman, E. C. and Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(2), 92-101.
Hoeffler, S., & Keller, K. L. (2002). Building Brand Equity through Corporate Societal Marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
Huang, P., Lurie, N. H., and Mitra, S. (2009). Searching for Experience on The Web: An Empirical Examination of Consumer Behavior for Search and Experience Goods. Journal of Marketing, 73(2), 55-69.
IEG 2013 Sponsorship report, http://www.sponsorship.com/iegsr/2013/01/07/2013-Sponsorship-Outlook--Spending-Increase-Is-Dou.aspx
Irwin, R. L., Lachowetz, T., Comwell, T., & Clark, J. S. (2003). Cause-Related Sport Sponsorship: An Assessment of Spectator Beliefs, Attitudes, and Behavioral Intentions. Sport Marketing Quarterly, 12(3), 131-139.
Kempf, D. S. (1999). Attitude Formation from Product Trial: Distinct Roles of Cognition and Affect for Hedonic and Functional Products. Psychology & Marketing, 16(1), 35-50.
King, S. (2006). Pink Ribbons, Inc.: Breast Cancer and The Politics of Philanthropy. University of Minnesota Press.
Koschate-Fischer, N., Stefan, I., & Hoyer, W. (2012). Willingness to Pay for Cause-Related Marketing: The Impact of Donation Amount and Moderating Effects. Journal of Marketing Research. 49(6), 910-927.
Kotler, P. (1998). Strategic Marketing For Nonprofit Organization, 5th Ed., NJ:Prentice Hall.
Kotler, P. (2000). Marketing Management, The Millennium Edition. Prentice Hall.
Krishna, A. (2011). Can Supporting a Cause Decrease Donations and Happiness? The Cause Marketing Paradox. Journal of Consumer Psychology, 21(3), 338-345.
Kropp, F., Holden, S. J., & Lavack, A. M. (1999). Cause‐Related Marketing and Values in Australia. International Journal of Nonprofit and Voluntary Sector Marketing, 4(1), 69-80.
Lafferty, B.A. (2007). The Relevance of Fit in a Cause-Brand Alliance when Consumers Evaluate Corporate Credibility. Journal of Business Research, 60(5), 447-53.
Lafferty, B.A. (2009). Selecting the Right Cause Partners for The Right Reasons: The Role of Importance and Fit in Cause-Brand Alliance. Psychology & Marketing, 26(4), 359-382.
Lafferty, B.A. & Edmondson, D.R. (2009). Portraying The Cause Instead of The Brand in Cause-related Marketing Ads: Does It Really Matter? Journal of Marketing Theory and Practice, 17(2), 129-143.
Lafferty, B.A., & Goldsmith, R.E. (2005). Cause-Brand Alliances: Does The Cause Help The Brand or Does The Brand Help the Cause? Journal of Business Research, 58(4), 423-429.
Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits. Journal of Marketing, 68(4), 16-32.
Mauss, M. (1954). The Gift: The Form and Reason for Exchange in Archaic Societies, W D. New York and London: Norton 1990, 11.
Mayo, J. W., & Tinsley, C. H. (2009). Warm Glow and Charitable Giving: Why The Wealthy Do Not Give More to Charity? Journal of Economic Psychology, 30(3), 490-499.
McWilliams, A., & Siegel, D. (2001). Corporate Social Responsibility: A Theory of The Firm Perspective. Academy of Management Review, 26(1), 117-127.
Mitchell, M., Brown, K., Morris-Villagran, M., & Villagran, P. (2001). The Effects of Anger, Sadness and Happiness on Persuasive Message Processing: A Test of The Negative State Relief Model. Communication Monographs, 68(4), 347-359.
Nan, X. & Heo, K. (2007). Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing, Journal of Advertising, 36(2), 63-74.
Nelson, P. (1970), Advertising as Information. Journal of Political Economy, 81(3), 729-754.
Nowak, L. I., & Clarke, T. K. (2003). Cause-Related Marketing: Keys to Successful Relationships with Corporate Sponsors and Their Customers. Journal of Nonprofit & Public Sector Marketing, 11(1), 137-149.
Obermiller, C., & Spangenberg, E. R. (1998). Development of a Scale to Measure Consumer Skepticism Toward Advertising. Journal of Consumer Psychology, 7(2), 159.
Olson, E. L., & Thjømøe, H. M. (2011). Explaining and Articulating The Fit Construct in Sponsorship. Journal of Advertising, 40(1), 57-70.
Petty, R. E., & Cacioppo, J. T.& Goldman, R. (1981). Personal Involvement as A Determinant of Argument-Based Route, Journal of Personality and Social Psychology, 41(5), 847-855.
Plous, S. (1993). The Psychology of Judgment and Decision Making. McGraw-Hill. 38–41.
Porter, M. E. & Kramer, M. R. (2002). The Competitive Advantage of Corporate Philanthropy, Harvard Business Review, 80(12), 56-64.
Pracejus, J. W., & Olsen, G. D. (2004). The Role of Brand/Cause Fit in The Effectiveness of Cause-Related Marketing Campaigns. Journal of Business Research, 57(6), 635-640
Ptacek, J. J., & Salazar, G. (1997). Enlightened Self-Interest: Selling Business on The Benefits of Cause-Related Marketing. Nonprofit World, 15(4), 9-9.
Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive. Journal of Advertising, 33(1), 30-42.
Robinson, S. R., Irmak, C., & Jayachandran, S. (2012). Choice of Cause in Cause-Related Marketing. Journal of Marketing, 76(4), 126-139.
Ross, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer Perceptions of Organizations that Use Cause-Related Marketing. Journal of the Academy of Marketing Science, 20(1), 93-97.
Schmitt, B. (1999) Experiential Marketing, Journal of Marketing Management, 15(1), 53-67.
Shen, C. H., & Chang, Y. (2009). Ambition Versus Conscience, Does Corporate Social Responsibility Pay Off? The Application of Matching Methods. Journal of Business Ethics, 88(1), 133-153.
Sherry Jr, J. F. (1983). Gift Giving in Anthropological Perspective. Journal of Consumer Research, 10(2), 157-168.
Strahilevitz, M., & Myers, J. (1998). Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell. Journal of Consumer Research, 24(4), 436-446.
Strahilevitz, M. A. (1999). The Effects of Product Type and Donation Magnitude on Willingness to Pay More for a Charity-Linked Brand. Journal of Consumer Psychology, 8(3), 215-241.
Subrahmanyan, S. (2004). Effects of Price Premium and Product Type on The Choice of Cause-Related Brands: A Singapore Perspective. Journal of Product & Brand Management, 13(2), 116-124.
Sundar, S. (2007). Cause Related Marketing: Tactic or Strategy?.Paper presented in International Conference on Marketing and Society, 8-10, Indian Institute of Management Kozhikode.
Szykman, L. R., Bloom, P. N., & Blazing, J. (2004). Does Corporate Sponsorship of a Socially-Oriented Message Make a Difference? An Investigation of the Effects of Sponsorship Identity on Responses to an Anti-Drinking and Driving Message. Journal of Consumer Psychology, 14(1/2), 13-20
Tian, X. (2009). The New Strategy: Collaboration between Enterprise and Nonprofit Organization. I-Business, 1(1), 7-12.
Trimble, C.S. and Rifon, N.J. (2006). Effects of Consumer Perceptions of Compatibility in Causerelated Marketing Messages, International Journal of Nonprofit and Voluntary Sector Marketing, 11(1), 29-47.
Vanhamme, J., & Grobben, B. (2009). Too Good to Be True!. The Effectiveness of CSR History in Countering Negative Publicity. Journal of Business Ethics, 85(2), 273-283.
Varadarajan, P. R. (1986). Horizontal Cooperative Sales Promotion: A Framework for Classification and Additional Perspectives. Journal of Marketing, 50(2), 61-73.
Varadarajan, P. R., & Menon, A. (1988). Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy. Journal of Marketing, 52(3), 58-74.
Webb, D. J., & Mohr, L.A. (1998). A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned. Journal of Public Policy & Marketing, 17(2), 226-238.
Webb, D. J., Green, C. L., & Brashear, T. G. (2000). Development and Validation of Scales to Measure Attitudes Influencing Monetary Donations to Charitable Organizations. Journal of the Academy of Marketing Science, 28(2), 299-309.
Wood, G. (1998). Cause Related Marketing: Caveat Emptor. Paper presented in Proceedings of the Australia and New Zealand Marketing Academy Conference 98 Anais.
Wright, A. A., Jon, G., and Lynch, J. R. (1995). Communication Effects of Advertising versus Direct Experience When both Search and Experience Attributes Are Present, Journal of Consumer Research, 21(1), 708-718.
Youn, S., & Kim, H. (2008). Antecedents of Consumer Attitudes toward Cause-Related Marketing. Journal of Advertising Research. 48(1), 123-137.
Zdravkovic, S., Magnusson, P., & Stanley, S.M. (2010). Dimensions of Fit between A Brand and A Social Cause and Their Influence on Attitudes. International Journal of Research in Marketing. 27(2), 151-160.