Role of celebrity in cause-related marketing in China

Abstract

This study is aimed to examine the role of celebrity in cause-related marketing (CrM) in China. This study uses the questionnaire to collect data via Wenjuanxing and uses a regression model to analyze valid responses. Using SPSS 25 to do regression analysis, this paper finds that cause-brand fit, celebrity-cause fit and brand credibility has a positive impact on attitude towards CrM in China. Celebritybrand fit has no impact on attitude towards CrM in China. Attitude towards CrM affects the purchase intention of consumers positively in China. This study provides data and results to further researches in the area of celebrity and cause-related marketing in China.