Natural vs. Created Brand-Cause Fit: Shaping Consumer Responses to Sociopolitical Activism in Hospitality

Hospitality brands have increasingly embraced corporate sociopolitical activism (CSA), publicly taking a stance on controversial issues to align with evolving consumer values. Prior research has predominantly focused on the magnitude of brand-cause fit while overlooking the type of fit (natural fit vs. created fit). Through two experiments in hospitality settings (hotel and fast-food restaurant), this study examines how two key moderators—brand-consumer stance agreement and message framing—shape the effectiveness of different brand-cause fit types in CSA campaigns. Study 1 demonstrates that natural (vs. created) fit enhances perceived altruistic motives and consumer responses when consumers disagree with the brand’s stance, but this effect diminishes with agreement. Study 2 suggests that pairing a CSA message with positive framing and a natural fit (vs. created fit) maximizes CSA campaign effectiveness. These findings advance CSA literature in hospitality contexts and provide hospitality managers with strategic guidance for designing effective sociopolitical campaigns.