Choosing the Right Cause: The Moderating Role of Meta-Cognitions in Cause-Related Marketing Effectiveness

2015 ◽  
pp. 263-266 ◽  
Author(s):  
Frank Huber ◽  
Frederik Meyer ◽  
Katrin Stein ◽  
Kerstin Strieder
Keyword(s):  
Marketing Effectiveness ◽  
Cause Related Marketing ◽  
The Right ◽  
Moderating Role

The moderating role of social themes in cause-related marketing advertisements

2018 ◽  
Vol 15 (4) ◽  
pp. 433-454 ◽  
Author(s):  
Thamaraiselvan Natarajan ◽  
Daniel Inbaraj Jublee ◽  
Dharun Lingam Kasilingam ◽  
Gladys Stephen
Keyword(s):  
Cause Related Marketing ◽  
Moderating Role

scholarly journals Authoritarianism and privacy: The moderating role of terrorism

2017 ◽  
Vol 15 (3/4) ◽  
pp. 573-581 ◽  
Author(s):  
Gareth Norris
Keyword(s):  
Survey Data ◽  
Civil Liberties ◽  
Social Attitudes ◽  
Right Wing ◽  
Right To Privacy ◽  
The Right To Privacy ◽  
The Right ◽  
The Relationship ◽  
Moderating Role

The resurgence in interest in authoritarianism has been linked to a rise in the acceptance of right-wing ideology and also restrictions on civil liberties, particularly in relation to surveillance and the right to privacy. Whilst we can observe simple correlations between these variables, the dynamics of threat are more complex to understand. The analysis reported here demonstrates how the relationship between authoritarianism and the curtailment of civil liberties is moderated by the threat of terrorism. Using 2005 British Social Attitudes survey data, collected either side of the 7/7 bombings, comparisons between the pre-post samples indicate that the threat of terrorism activates authoritarian tendencies and reduces the protection of rights to privacy from government. Interestingly and importantly, reactions to terrorism in the form of a change in opinion regarding civil liberties for those scoring higher in authoritarianism remained almost constant between the two periods. The results provide support for understanding how minority opinions (removal of rights to privacy) can become majority views during times of threat.

Cause-related marketing for successful cross-border post-acquisition performance

2019 ◽  
Vol 37 (4) ◽  
pp. 695-712 ◽  
Author(s):  
Michela Matarazzo ◽  
Riccardo Resciniti ◽  
Biagio Simonetti
Keyword(s):  
Negative Influence ◽  
Positive Influence ◽  
Target Firm ◽  
Content Type ◽  
Repurchase Intentions ◽  
Cross Border ◽  
Cause Related Marketing ◽  
The Impact ◽  
Moderating Role

Purpose Building on the scant literature on cross-border acquisitions (CBAs) in the consumer perspective, the purpose of this paper is to investigate the impact of the acquirer’s cause-related marketing (CRM) on consumers’ repurchase intentions of the products of the post-acquisition target. In addition, the study aims at analyzing the moderating role of acquirer’s CRM on the relationship between corporate ability (CA) and country image (CI) on consumers’ repurchase intentions of the products of the post-acquisition target. Design/methodology/approach Drawing on a sample of Italian consumers (n=351), the authors examined the roles played by the acquirer’s CRM on consumer behaviour by considering an Italian target firm with a high reputation and comparing eight foreign acquiring firms with different combinations of CRM (poor/good), CA (poor/good) and CI (high/low). Findings The authors found that CRM, CA as well as CI have a significant impact on Italian consumers’ intention to repurchase the products of the post-acquisition target. Furthermore, it is shown that good CRM reduces the negative influence of a poor CA and a low CI on post-acquisition repurchase intentions and strengthen the positive influence, thus confirming the moderating role of CRM. Originality/value The research investigates, in the context of CBAs, the impact of the acquirer’s CRM on the host country consumers’ repurchase intentions after the CBA, which has not previously been examined. It can help managers to understand the conditions under which CBAs will be favourably evaluated.

Cause-related marketing and start-ups: moderating role of cause involvement

2019 ◽  
Vol 10 (1) ◽  
pp. 16-30 ◽  
Author(s):  
Vivek Aggarwal ◽  
Vinod Kumar Singh
Keyword(s):  
Small Businesses ◽  
Purchase Intention ◽  
Social Issues ◽  
Content Type ◽  
Cause Related Marketing ◽  
Cause Involvement ◽  
Start Ups ◽  
Moderating Role ◽  
Society Today

PurposeCause-related marketing (CrM) through social campaigns is becoming one of the main strategic marketing tools for large businesses. The purpose of this study is to find out the significance of CrM for start-ups and to evaluate the moderating role of cause involvement of consumer on the impact of CrM campaigns on purchase intention of consumers.Design/methodology/approachBoth structural equation modelling and hierarchical analysis were used to evaluate the responses of 1,425 male and female consumers in India towards CrM campaign.FindingsThe results revealed that the effect of CrM campaigns on purchase intention of consumers is significantly moderated by consumers’ cause involvement. Thus, companies must extend support to causes having high consumer involvement.Research limitations/implicationsBased on their findings, the authors suggest finding out the effects of CrM on the long-term sustainability of the start-ups in more detail, especially in developing countries like India. The scope of this study is one country-based; thus, research findings may not be generalised.Practical implicationsSmall businesses that are able to understand the needs of their own communities and recognise that through their efforts they can bring large impact on social issues and will see success through their socially responsible mindset. Society today needs businesses to support good causes. The best model of CrM, especially for start-ups, is the one in which while making a payment for a service or purchasing a product, the consumer is asked to make an additional payment for the social cause.Social implicationsSociety today needs businesses to support good causes. CrM campaigns provide consumers a chance to help the less fortunate and do so in regular and convenient ways. The study indicates the importance of both corporate citizenship and social responsibility among small businesses.Originality/valueWhile the current results show that the majority of studies were based on large business, this paper shows that the CrM can be useful for start-ups, medium and small businesses also. The suggested model can be an innovative way to implement CrM without incurring any additional cost. The conclusions confirm within a wider context the role of cause involvement as a moderator of the purchase intention and can further assist start-ups and small-scale companies in designing better targeted CrM campaigns benefiting the society at large.

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