scholarly journals Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response

2016 ◽  
Vol 25 (3) ◽  
pp. 161-167 ◽  
Author(s):  
Iguácel Melero ◽  
Teresa Montaner
Keyword(s):  
Experimental Study ◽  
Consumer Response ◽  
Product Type ◽  
Perceived Fit ◽  
Cause Related Marketing

Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials

2020 ◽  
Vol 37 (5) ◽  
pp. 923-943 ◽  
Author(s):  
Judith Partouche ◽  
Saeedeh Vessal ◽  
Insaf Khelladi ◽  
Sylvaine Castellano ◽  
Georgia Sakka
Keyword(s):  
South African ◽  
Regulatory Focus ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Product Type ◽  
Purchase Behavior ◽  
Content Type ◽  
Cause Related Marketing ◽  
Behavior Study ◽  
Hedonic Products

Purpose The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns. Design/methodology/approach Three experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3). Findings The results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals. Research limitations/implications Inconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries. Practical implications To improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products. Social implications CRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes. Originality/value This paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.

Cause related marketing: The role of mental accounting, price and product type

2008 ◽  
Author(s):  
Enrico Rubaltelli ◽  
Ilaria Baghi ◽  
Marcello Tedeschi ◽  
Rino Rumiati
Keyword(s):  
Mental Accounting ◽  
Product Type ◽  
Cause Related Marketing

When a stigmatized brand is doing good

2019 ◽  
Vol 31 (9) ◽  
pp. 3447-3464 ◽  
Author(s):  
Jihee Choi ◽  
Soobin Seo
Keyword(s):  
Brand Equity ◽  
Fast Food ◽  
Perceived Fit ◽  
Content Type ◽  
Consumer Responses ◽  
Brand Evaluation ◽  
Cause Related Marketing ◽  
Fast Food Restaurants ◽  
A Company ◽  
Practical Implications

Purpose This study aims to investigate consumer responses to cause-related marketing (CRM) implemented by socially stigmatized industries, especially in fast food restaurants. Design/methodology/approach This experimental study uses a 2 (degree of perceived fit) × 2 (complementary fit) × 2 (brand equity) between-subjects design. Findings Results show significant interaction effects between the degree of fit and brand equity and complementary fit and brand equity on consumers’ brand evaluation. When a company with high brand equity chooses a high fit (vs low fit) or complementary fit (vs non-complimentary fit) for CRM promotion, this leads to consumers’ more positive attitude and higher intent to participate in CRM promotion. Practical implications This study provides practical implications for designing effective CRM promotion in the stigmatized industry such as fast food restaurants and casino. Originality/value Given the increased demand on CRM in the hospitality industry, the paper contributes to extend the realm of CRM literatures by investigating antecedents affecting consumers’ responses toward the CRM in the stigmatized companies or brands.

CSR in sport sponsorship consumers' perceptions of a sponsoring brand's CSR

2020 ◽  
Vol 21 (2) ◽  
pp. 371-388 ◽  
Author(s):  
Apollo Demirel
Keyword(s):  
Experimental Study ◽  
Field Study ◽  
Consumer Response ◽  
Professional Sport ◽  
Socially Responsible ◽  
Sport Sponsorship ◽  
Content Type ◽  
Sport Team ◽  
Sport Teams

PurposeThe purpose of this paper is to investigate the link between sponsorship of professional sport teams and consumers' socially responsible perceptions of a sponsoring brand. More specifically, this research investigates if sponsorship of professional sport teams in itself leads consumers to perceive a sponsoring brand as socially responsible, and what factors may produce CSR perceptions and subsequent consumer response.Design/methodology/approachAn experimental study was conducted to examine the impact of sponsorship of professional sport teams on consumers' CSR perceptions of a sponsoring brand. Further, a field study was used to explore the role of sponsorship fit in generating CSR perceptions.FindingsThe results from the experimental study indicated that brand sponsorship of professional sport teams contributes to the socially responsible image of that brand, and sponsorship fit induces consumers' CSR perceptions of a sponsoring brand. Additionally, the results from the field study identified CSR perceptions as an underlying process driving the effect of sponsorship fit on consumers’ behavioral intentions toward a sponsoring brand. Lastly, the role of team identification was shown as a boundary condition shaping the effects of sponsorship fit.Practical implicationsBrands specifically seeking to create a socially responsible image, thanks to sponsoring a sport team, should consider the importance of perceived fit between their brand and the sponsored sport team as it is a key predictor of CSR perceptions.Originality/valueThis paper provides empirical evidence for the sport sponsorship and CSR perceptions link and sheds light on important predictors for consumer response.

Exploring the effective restaurant CrM ad

2016 ◽  
Vol 28 (11) ◽  
pp. 2473-2492 ◽  
Author(s):  
Sung-Bum Kim ◽  
Kathleen Jeehyae Kim ◽  
Dae-Young Kim
Keyword(s):  
Experimental Study ◽  
Behavioral Intentions ◽  
Design Methodology ◽  
Restaurant Industry ◽  
Content Type ◽  
Cause Related Marketing ◽  
The Impact ◽  
Social Causes ◽  
Practical Implications ◽  
Marketing Messages

Purpose This experimental study aims to examine the effectiveness of cause-related marketing messages that incorporate both text and visuals, as compared to messages comprised solely of text, on the attitudes and behavioral intentions of restaurant customers, and to see if the impact varies across four categories of social causes (health, animal welfare, human services and the environment). Design/methodology/approach This experimental study uses a 2 (type of message) × 4 (cause category) between-subjects design. Findings Restaurant messages that combine text and visuals are more effective than restaurant messages with only text in engendering positive attitudinal and behavioral responses. This paper also found interaction effects between advertisement type and cause category on individuals’ responses (i.e. attitudes and behavioral intentions). Practical implications The messaging strategies suggested by this research will allow the restaurant industry to capitalize on the value of cause-related marketing initiatives. Originality/value This research contributes to the hospitality literature by expanding the realm of research on effective cause-related marketing initiatives.

Cause-Related Marketing Ads in the Light of Negative News

2002 ◽  
Vol 79 (4) ◽  
pp. 905-926 ◽  
Author(s):  
Sameer Deshpande ◽  
Jacqueline C. Hitchon
Keyword(s):  
Experimental Study ◽  
Image Restoration ◽  
Nonprofit Organization ◽  
News Story ◽  
Cause Related Marketing ◽  
Negative News

This experimental study tested Cause-Related Marketing (CRM) ads in the context of Benoit's Image Restoration Theory. The effects of three kinds of ads on the image of a brand and a nonprofit organization (NPO) after the release of an unfavorable news story were compared: brand ads, PSAs, and CRM ads. CRM ads produced more favorable responses than brand ads prior to scandal, but lost their advantage in the light of negative news.

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