Investigating the linkages between brand attributes, self-image congruence and cause-related marketing purchase intention in the fashion industry

Purpose Cause-related marketing (CaRM) has been explored in various industries like FMCG, pharmaceuticals, cosmetics and other related industries. However, there exists a research gap in the fashion industry. Hence, this study investigates how different brand attributes affect consumers' intention to purchase the products associated with CaRM campaigns in the fashion industry. It further verifies whether or not consumers' self-image congruence with the brand influences their propensity to buy CaRM products. Design/methodology/approach A quantitative research design was employed using a structured questionnaire distributed among fashion consumers in India. A total of 1,205 valid responses were analysed using factor analysis followed by structural equation modelling. Findings The results reveal that brand attachment, brand awareness, brand experience, brand credibility and brand–cause fit significantly influence CaRM purchase intention. Further, mediation analysis confirms that self-image congruence mediates the relationship between brand attributes and purchase intention. Originality/value The findings highlight the growing significance of CaRM in the fashion industry for building mutually beneficial relationships with consumers, addressing social issues and promoting positive brand perceptions.