The Effect of Fashion Brand and Charity Collaborations on Brand Attitudes
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
This research conducts two experimental studies and tests the effects of fashion brand and charity collaborations on consumers' attitude towards the brand. Study 1 examines whether consumers change their attitudes towards a brand when it collaborates with a charity. Study 2 further investigates this relationship and tests whether consumers' change in brand attitudes is impacted by the brand's level (high-end vs. low-end) and the conspicuousness of consumers' compassion (conspicuous vs. non-conspicuous). Findings show that collaborating with a charity as part of a cause related marketing campaign can increase consumers' attitudes towards the brand, especially for a high-end brand which presents their charity collaboration conspicuously. Theoretical and practical implications will be presented based on findings of this study.