Building brand resonance through cause-related marketing strategies: the role of journalistic integrity versus advertising clutter

Purpose Advancing the research of prior studies, this study investigates how media characteristics, specifically journalistic integrity and advertising clutter (Ad clutter), influence the effectiveness of cause-related marketing (CRM) strategies in post-natural disaster contexts. Our study delves into the uncharted mediating effect of brand resonance in the CRM-to-consumer repurchase intention (CRI) link and explores the novel moderating roles of journalistic integrity and ad clutter in the moderated mediation framework. Design/methodology/approach Utilizing a moderated mediation model grounded in signaling theory, this research investigates the roles of promotional strategies and news credibility in enhancing the impact of CRM messages on consumer responses in post-natural disaster settings. Data were collected through a three-wave, time-lagged survey involving 410 telecom consumers in Pakistan, utilizing scenarios featuring promotional ads and credible news reporting to simulate exposure to CRM messages. Findings Findings reveal that journalistic integrity significantly strengthens the relationship between brand resonance and CRI, reinforcing CRM effectiveness. In contrast, ad clutter erodes this relationship, weakening both brand resonance and CRI. Moreover, the moderated mediation analysis shows that journalistic integrity intensifies the mediating effect of brand resonance, whereas ad clutter diminishes it. Practical implications This study highlights the importance of strategic media choices in CRM campaigns, showing organizations how minimizing ad clutter and utilizing reputable media with journalistic integrity can enhance the credibility of their CRM initiatives, ultimately strengthening consumer loyalty. Originality/value This research delves into the unstudied moderating roles of journalistic integrity and ad clutter in the CRM-brand resonance-CRI relationship, providing fresh insights into how different media landscapes can either boost or impede CRM performance in post-disaster settings.