Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product

2021 ◽  
Author(s):  
Sujo Thomas ◽  
Ashwin Jadeja ◽  
Krishnaba Vaghela ◽  
Richa Shreevastava
Keyword(s):  
Purchase Intention ◽  
Marketing Campaign ◽  
Cause Related Marketing

scholarly journals Role of Product Cause Fit in Cause Related Marketing Campaign Decisions

2019 ◽  
Vol 8 (5S3) ◽  
pp. 406-413
Keyword(s):  
Purchase Intention ◽  
Corporate Image ◽  
Direct Influence ◽  
Complete Understanding ◽  
Mean Values ◽  
Marketing Campaign ◽  
Cause Related Marketing ◽  
The Mean

The research started with the aim to get a better understanding of Cause Related Marketing Campaigns (CRMC) from a whole perspective. In order get a complete understanding of the Cause Related Marketing Campaigns (CRMC), the element namely Product Cause Fit was studied. The Campaigns showed to the consumers like, (PCF – 1, PCF – 2, and PCF – 3) in order to understand the consumer’s response. The consumers are moderately agreed with all three types of models. Hence their response to Cause Related Marketing Campaigns (CRMC) is moderate based on the mean values. Further the researcher found that there is a relationship between Product Cause Fit and Corporate Image. Also Corporate Image has direct influence on Purchase Intention. In this way researcher suggest the corporates to concentrate more while determining cause for Cause Related Marketing Campaign which determines the corporate image in the minds of consumers.

Gamification Design for Increasing Customer Purchase Intention in a Mobile Marketing Campaign App

2014 ◽  
pp. 440-448 ◽  
Author(s):  
Don Ming-Hui Wen ◽  
Dick Jen-Wei Chang ◽  
Ying-Tzu Lin ◽  
Che-Wei Liang ◽  
Shin-Yi Yang
Keyword(s):  
Purchase Intention ◽  
Mobile Marketing ◽  
Marketing Campaign

Project “Soup of Aid” as a Cause-Related Marketing Campaign

2021 ◽  
pp. 117-125
Author(s):  
Katarína Vitálišová ◽  
Kamila Borseková ◽  
Anna Vaňová ◽  
Darina Rojíková
Keyword(s):  
Marketing Campaign ◽  
Cause Related Marketing

scholarly journals A Qualitative Study of Cause-Related Marketing Campaigns and Consumers’ Purchase Intention of On-Demand Ride Services in Egypt

2019 ◽  
Vol 5 (1) ◽  
pp. 26
Author(s):  
Rana Essam Shazly ◽  
Abeer A. Mahrous
Keyword(s):  
Purchase Intention ◽  
Qualitative Interviews ◽  
Negative Effects ◽  
Consumer Responses ◽  
Factors Affecting ◽  
On Demand ◽  
Cause Related Marketing ◽  
Corporate Credibility ◽  
Social Venture ◽  
Cause Involvement

Corporate Social Responsibility (CSR) has become a matter of interest for academics and practitioners especially in the form of Cause-Related Marketing (CRM). The paper aims to revisit CRM campaign dimensions shaping consumer responses in terms of attitude toward firms and purchase intention in a less research market such as Egypt. Exploratory qualitative interviews were employed of thirteen in-depth interviews and one focus group (seven participants) with Egyptians using on-demand ride services. The current study shed the lights on the main CRM campaign factors affecting purchase intention and firm attitude. Those factors are cause involvement, consumers’ participation effort, company-cause fit, corporate credibility, altruistic attribution, campaign feedback, socio-demographic dimensions, and skepticism. Results revealed that campaign feedback has a master effect on consumers’ attitudes and purchasing behavior and wasn’t studied heavily in the literature. Also, the importance of the cause itself and how consumers are personally involved in the social issue is of great concern. Consumers’ skepticism and degree of participation effort required from consumers result in negative effects on their attitude toward firms which in turn affect their purchase intention. Yet, managers should inform consumers by how the company is using their donations, additionally; they should hamper consumers’ skepticism and enhance their trust in the socially conscious brands. People have to be updated with the campaign’s achievement and progress on a regular base. Eventually, determining the antecedents of CRM campaigns would help managers in selecting the best partners for an effective social venture.

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