| Summary: | <p>By using signal theory, this study aims to examine the formation of consumer attitudes on cau.rerelated marketing activities. Experiment.f carried out using two commercial products, namely energy-saving lamps with Philips brand and alkaline batteries with ABC brand, which is allied with two social organizations, namely Greenpeace Indonesia and WALHl The results of factor analysis indicate a merging of two variables, namely product fit and brand fit, into a variable calledfit. Results of model testingshowed consumer attitudes towards brand does not significantly influence consumer attitudes towards alliance, while consumer attitudes toward the cau.reand fit significantly influence consumer attitudes towards alliances, and consumer attitudes are influential significantly on consumerpurchase intention. Modification of the model results indicate a direct relationship between consumer attitudes towards brand with con. rumerpurcha.re intentions, showing that cause related marketing activities for reputable brands do not have a significant impact on increasing consumer purchase intention. Other findings indicate that the types of products in alliance, namely the hedonic product and utilitarian product, differentiate consumer behavior in dealing with cause related marketing activities.</p>
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