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Abstract

Cause-related marketing has gained momentum in the business world. Socially responsible practices can be viable solutions to food waste and excessive alcohol consumption for hospitality businesses. Drawing on attribution and cognitive dissonance theory, the study examined the effect of complementary fit on perceived authenticity and purchase intention by product type and message appeal. A 2 (product type: utilitarian/hedonic) x 2 (message appeal: absence/presence) between-subjects experimental design was conducted. The findings reveal that promoting hedonic products can increase the effect of complementary fit on the perception of authenticity toward the campaign and land purchase intention with a positive impact. Particularly, this effect is contingent on message appeal. The positive effect of complementarity on purchase intention through perceived authenticity is more significant when a message is present. This study leverages attribute theory and cognitive dissonance theory to examine the effects of complementary fit between product and cause, product type, and message appeal on customers’ perceptions of authenticity and behaviors in the restaurant context. These insights not only contribute to academic knowledge but also help practitioners to navigate the dynamics of cause-related marketing to drive successful campaign outcomes.

Keywords

complementarity authenticity attribution theory cognitive dissonance theory product type message appeal

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A Donation-With-Purchase at a Restaurant: Perceived Authenticity in a Cause-related Marketing

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