Execution novelty: Improving brand evaluations in cause sponsorship

This research examines the effect of execution novelty-the degree to which the execution of a brand's cause sponsorship is unexpected-on brand evaluations. Four studies show that execution novelty enhances brand evaluations when consumers' perceptions of fit between the brand and the supported cause (i.e., CSR fit) is high, but decreases brand evaluations when CSR fit is low. Process evidence supports that this interactive effect of execution novelty and CSR fit on brand evaluations is mediated by elaboration valence (i.e., the favorability of consumers' thoughts about the brand). This research also demonstrates that execution novelty is particularly effective in improving brand evaluations of less (vs. highly) involved consumers when CSR fit is high. These findings have implications for the successful implementation of cause sponsorship campaigns.