Understanding consumer skepticism toward cause-related marketing: the role of cause-fit congruence and contextual priming

Purpose This study aims to examine consumer skepticism in cause-related marketing (CRM), focusing on how cause–fit congruence and advertising context impact CRM effectiveness. It explores the moderating role of cause affinity to help marketers design strategies that enhance trust and engagement while mitigating skepticism. Design/methodology/approach A 2 × 2 factorial experiment tested cause congruence (high/low) and advertising context (related/unrelated) using mineral water ads with different causes. Consumer responses were measured via Likert scales, and multivariate analysis assessed the impact of skepticism and cause affinity on CRM effectiveness. Findings High cause–fit congruence improves CRM effectiveness, leading to better brand perception, ad favorability, and purchase intent. Related advertising context enhances campaign impact, while skepticism mediates the advertising context-effectiveness relationship but not cause congruence. Cause affinity strengthens CRM effectiveness, particularly in a relevant ad context. Practical implications Marketers should align CRM campaigns with highly congruent causes and related ad placements to minimize skepticism. Contextual priming and understanding consumer cause affinity can enhance engagement and trust, making CRM more effective in driving brand differentiation and consumer loyalty. Originality/value This study empirically tests the moderating role of cause affinity and contextual advertising in CRM effectiveness. It offers a new framework linking skepticism, ad context and cause congruence, providing actionable insights for marketers to optimize CRM campaigns for greater impact.