Make Cause-Related Marketing Messages about Your Customers, Not the Brand

Prior research suggests that communicating cause-related marketing success risks being perceived by consumers as bragging (<i>i.e</i>., caring more about the brand’s image than the cause). This research examines cause-related marketing messaging about making charitable donations. Across three studies, the findings show that brands can mitigate the perception that they are bragging by attributing their charitable donations to their customers (versus the brand). While this beneficial effect only holds true for brands perceived as having high integrity, such brands can use it to hedge against being perceived as braggarts, thereby fostering trust and increasing future donation intentions.