Brand Associations, Consumers’ Attitudes and Cause-Related Marketing:An Exploratory Study

This exploratory study seeks to examine the evolution of the brand structure of a For-Profit Organization (FPO), before and after a partnership with a Non-Profit Organization (NPO). To better understand this impact, a review of the most relevant theories on branding, co-branding and cause-related marketing is first proposed. The problem statement is then exposed and an experiment derived from semi directive interviews of potential consumers, on a French partnership, is described. The research findings on the brand structure of the FPO are compared to the theories previously developed and finally, managerial implications, study limitations and further research areas are presented.