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<p>As companies increasingly embrace cause-related marketing (CRM) to associate their brands with social causes, understanding the factors that motivate people to participate in such initiatives is essential. Based on the Stimulus-Organism-Response framework, this study examines the impact of digital storytelling, perceived altruism, and brand-cause fit on consumer attitudes toward brands involved in CRM and how these attitudes subsequently promote brand evangelism through the mediating effect of brand commitment. Data from a survey of 450 respondents was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy-Set Qualitative Comparative Analysis (fsQCA). The results indicate that digital storytelling, perceived altruism, and brand-cause fit influence attitudes towards brands that engage in CRM. These attitudes enhance brand evangelism, with brand commitment as a crucial mediator. The Importance-Performance Map Analysis highlights the significance of attitude toward CRM brands, followed by brand commitment and digital storytelling. Furthermore, fsQCA identifies five distinct causal configurations that lead to brand evangelism. This research contributes to the literature by presenting two underexamined constructs, digital storytelling and brand evangelism, within the CRM framework. This study methodologically contributes by blending linear (PLS-SEM) and non-linear (fsQCA) techniques, yielding deeper insights into the intricate dynamics of antecedent variables shaping consumer advocacy actions. The study’s findings have significant implications for marketers, brand strategists, and corporate decision-makers aiming to cultivate stronger consumer engagement, emotional connection, and advocacy through purpose-driven campaigns.</p>

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Unpacking brand evangelism in cause-related marketing: a dual approach using PLS-SEM and fsQCA

  • 期刊论文

  • 发表日期：

    2026年5月25日

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  • Kanishk Koushik,
  • Shashi Yadav,
  • Madhulika P. Sarkar

摘要

As companies increasingly embrace cause-related marketing (CRM) to associate their brands with social causes, understanding the factors that motivate people to participate in such initiatives is essential. Based on the Stimulus-Organism-Response framework, this study examines the impact of digital storytelling, perceived altruism, and brand-cause fit on consumer attitudes toward brands involved in CRM and how these attitudes subsequently promote brand evangelism through the mediating effect of brand commitment. Data from a survey of 450 respondents was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy-Set Qualitative Comparative Analysis (fsQCA). The results indicate that digital storytelling, perceived altruism, and brand-cause fit influence attitudes towards brands that engage in CRM. These attitudes enhance brand evangelism, with brand commitment as a crucial mediator. The Importance-Performance Map Analysis highlights the significance of attitude toward CRM brands, followed by brand commitment and digital storytelling. Furthermore, fsQCA identifies five distinct causal configurations that lead to brand evangelism. This research contributes to the literature by presenting two underexamined constructs, digital storytelling and brand evangelism, within the CRM framework. This study methodologically contributes by blending linear (PLS-SEM) and non-linear (fsQCA) techniques, yielding deeper insights into the intricate dynamics of antecedent variables shaping consumer advocacy actions. The study’s findings have significant implications for marketers, brand strategists, and corporate decision-makers aiming to cultivate stronger consumer engagement, emotional connection, and advocacy through purpose-driven campaigns.