Title: Effect of fit and altruistic attributions in cause brand alliance: the mediating role of perceived brand credibility

Authors: Abir Ben Mabrouk; Faouzi Najjar

Addresses: The Higher Institute of Management of Tunis, 41 Avenue de la Liberte, Bouchoucha 2000, Tunisia ' College of Business Administration, Northern Border University Arar, Saudi Arabia

Abstract: This research aims to test the mediating role of the perceived brand credibility on consumer attitudes towards brand alliances. The results of a quantitative study among 248 consumers show that the effect of perceived congruence and the effect of attribution of altruistic motives depend on the perceived brand credibility. Moreover, the result highlights the effect of perceived brand credibility in the success of brand cause alliances. The results of the research suggest also that to improve the consumer attitude consumers towards causes brand alliances, companies must show their selflessness to social causes and their commitment to social welfare regardless of the level of credibility.

Keywords: alliance-caused marque; perceived credibility; mediation; bootstrap.

DOI: 10.1504/IJSBA.2022.120077

International Journal of Strategic Business Alliances, 2022 Vol.7 No.1, pp.37 - 51

Received: 30 Dec 2019
Accepted: 01 Sep 2020
Published online: 06 Jan 2022 *

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