Socially oriented advertising is becoming increasingly more common in the media, in stores, and among the general public. In academic literature, this marketing strategy is known as "cause-related marketing" (CRM). However, despite its relevance, a comprehensive empirical investigation is missing so far. Moreover, research overlooked the role of the fit between a profit-oriented brand and a supporting non-profit organization (NPO). Nevertheless, various marketing studies have shown that the fit has a substantial impact on attitudes (Aaker and Keller, 1990, Bucklin et al., 1993, Rifon et al., 2004). In order to close these gaps, the aim of the present paper is to examine cause-related marketing in general and to define the role of the brand-NPO fit. Therefore, an empirical study was conducted where determinants of the fit were identified. Moreover, consequences of the fit – uniqueness, sustainability, purchase intentions, willingness to pay premium (WTPP), and willingness to switch are evaluated.