Influence of Fit on Crm: Moderating Effects of Collectivism and Awareness

This study examines the moderating effects of collectivism and awareness of cause-related marketing (CRM) on the influence of fit on consumer acceptance of and skepticism toward CRM. We compare responses among 613 individuals of varying levels of CRM exposure and collectivist tendencies: European-Canadians, earlier Chinese Canadians, recent Chinese Canadians, and Mainland Chinese. Hierarchical regression test results reveal that the three-way interaction is significant. As awareness of CRM increases, fit assumes greater importance. Fit also appears to be more important among those who are high on collectivism. While fit matters to European-Canadians, it is relatively more important to Chinese.


Sheena Chen, Sameer Deshpande, and Debra Z. Basil (2011) ,"Influence of Fit on Crm: Moderating Effects of Collectivism and Awareness", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 282-289.


Sheena Chen, KUDU Industries, Canada
Sameer Deshpande, University of Lethbridge, Canada
Debra Z. Basil, University of Lethbridge, Canada


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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