Promotion of Transaction-Based Cause-Related Marketing: How Should the Source and the Impact of the Partnership Be Presented

2021 ◽  
pp. 1-19
Author(s):  
Kristin Stewart ◽  
Vassilis Dalakas ◽  
Marcus Wardley
Keyword(s):  
Cause Related Marketing ◽  
The Impact

An Experimental Approach to Examine the Antecedents of Attitude, Intention, and Loyalty Towards Cause-related Marketing: The Case of India and the Philippines

2020 ◽  
pp. 097215091990118
Author(s):  
Shweta Pandey ◽  
Deepak Chawla ◽  
Luz Suplico Jeong ◽  
Reynaldo Bautista ◽  
Joseph Emil Santos
Keyword(s):  
The Philippines ◽  
Time Duration ◽  
Non Profit ◽  
Cause Related Marketing ◽  
National Differences ◽  
Intention To Participate ◽  
Consumer Values ◽  
Customer Attitudes ◽  
The Impact

Firms utilize cause-related marketing (CRM) strategy to differentiate themselves by demonstrating their corporate responsibility efforts. However, national differences in the level of prior CRM exposure, local–global consumer values and culture can result in heterogeneity in consumer perceptions of CRM across countries. The authors reflect and examine national differences in customer attitudes, intention to participate in CRM and loyalty towards the company organizing the CRM campaign through variables like scepticism, perceived novelty, global connectedness and long-term orientation. They discuss and examine the impact of these variables on national preferences for CRM campaign variations by (a) type of company (local versus multinational) and (b) the time duration of CRM campaign (short term/long term). This research uses data from two emerging Asian countries—India and the Philippines. By diving deep into the nuances that drive consumers to participate in CRM, the research provides relevant strategies to drive CRM communication strategies that enhance consumer loyalty to the marketers of CRM campaigns of national, international and non-profit organizations.

scholarly journals Moral identity centrality and cause-related marketing

2016 ◽  
Vol 50 (1/2) ◽  
pp. 236-259 ◽  
Author(s):  
Hongwei He ◽  
Weichun Zhu ◽  
Dennis Gouran ◽  
Olivia Kolo
Keyword(s):  
Field Experiments ◽  
Moral Identity ◽  
Behavioural Response ◽  
Sales Promotion ◽  
Brand Attachment ◽  
Content Type ◽  
Cause Related Marketing ◽  
Identity Centrality ◽  
Marketing Tool ◽  
The Impact

Purpose – This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and doing something good for the society. Drawing on the moral identity (MI)-based motivation model, this research examines how consumer MI influences consumer behavioural response to CRM. Design/methodology/approach – Two field experiments were conducted to test a series of hypotheses relating to the conditional effect of MI on behavioural response to CRM. Findings – Brand social responsibility image and emotional brand attachment positively moderated the relationship between consumer MI centrality and intention to purchase CRM sponsor brand. Originality/value – Findings contribute to the literature on CRM, MI-based motivation of consumer behaviour and emotional brand attachment.

Cause-related sport marketing: Can this marketing strategy affect company decision-makers?

2010 ◽  
Vol 16 (4) ◽  
pp. 550-556 ◽  
Author(s):  
Richard L Irwin ◽  
Tony Lachowetz ◽  
John Clark
Keyword(s):  
Decision Making ◽  
Sport Marketing ◽  
Decision Makers ◽  
Switching Behavior ◽  
Survey Study ◽  
Business Relationship ◽  
High Profile ◽  
Cause Related Marketing ◽  
Consumer Segment ◽  
The Impact

AbstractIn an effort to sustain social responsibility initiatives, cause related marketing (CRM) has become more prevalent in the corporate marketing toolbox, due to the benefits realized by the sponsoring company, such as switching behavior by a desired consumer segment. The utilization of cause related sport marketing (CRSM) has also increased, as corporate entities position firms with high profile sport entities to obtain certain objectives. Little research has examined the impact of such programs on key business stakeholders, which this survey study attempts to address. Analysis of Variance results indicate respondents possessed positive opinions about the corporation's CRSM efforts, with significant differences existing between respondents with direct decision-making authority and those with limited or no decision-making authority on key items. Additionally, respondents expressed a more positive opinion toward continuing their business relationship with the corporation, or, for those respondents who were prospective clients, beginning a business relationship with the corporation.

Cause-related sport marketing: Can this marketing strategy affect company decision-makers?

2010 ◽  
Vol 16 (4) ◽  
pp. 550-556 ◽  
Author(s):  
Richard L Irwin ◽  
Tony Lachowetz ◽  
John Clark
Keyword(s):  
Decision Making ◽  
Sport Marketing ◽  
Decision Makers ◽  
Switching Behavior ◽  
Survey Study ◽  
Business Relationship ◽  
High Profile ◽  
Cause Related Marketing ◽  
Consumer Segment ◽  
The Impact

AbstractIn an effort to sustain social responsibility initiatives, cause related marketing (CRM) has become more prevalent in the corporate marketing toolbox, due to the benefits realized by the sponsoring company, such as switching behavior by a desired consumer segment. The utilization of cause related sport marketing (CRSM) has also increased, as corporate entities position firms with high profile sport entities to obtain certain objectives. Little research has examined the impact of such programs on key business stakeholders, which this survey study attempts to address. Analysis of Variance results indicate respondents possessed positive opinions about the corporation's CRSM efforts, with significant differences existing between respondents with direct decision-making authority and those with limited or no decision-making authority on key items. Additionally, respondents expressed a more positive opinion toward continuing their business relationship with the corporation, or, for those respondents who were prospective clients, beginning a business relationship with the corporation.

scholarly journals The Impact of Cause-Related Marketing Strategies on Switching Intentions: An Applied Study on Private Education Service

OALib ◽  
2021 ◽  
Vol 08 (07) ◽  
pp. 1-23
Author(s):  
Mona Abdelreheem ◽  
Mohamed A. Ragheb ◽  
Passent Tantawi
Keyword(s):  
Private Education ◽  
Marketing Strategies ◽  
Cause Related Marketing ◽  
Applied Study ◽  
Education Service ◽  
The Impact

scholarly journals Understanding Purchase Intention of Youth towards Cause Related Marketing

2020 ◽  
Vol 9 (4S) ◽  
pp. 146-150
Keyword(s):  
Purchase Intention ◽  
Quantitative Research ◽  
Analysis Data ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Cause Related Marketing ◽  
Marketing Function ◽  
Communication Space ◽  
The Impact

Originality/Research need:Transformation is the key for the success of any business today. The marketing function cannot be an exception and we see the adoption of a new trends in the integrated marketing communication space. Cause Related Marketing (CRM) is one such methodology which gives a chance to do something for society. This gives marketers a choice for connecting and engaging with consumers at their convenience since cause related marketing gives satisfaction to consumer, makes it fascinating and also enhances brand engagement. Limited research has been done in the area of cause related marketing and what factors influence the purchase intention Objective of the study: Hence the objective of this study is to determine the factors which influence the purchase intention towards cause related marketing products. Methodology: The researcher has used quantitative research methodology for this study. A structured questionnaire was circulated to the experimental group in order to gather their opinion and was the source of primary data for the analysis. Data analysis was done using statistical methods. Implications of the study: The study will prove helpful to academicians, managers and for companies by providing insights into the impact of using cause related marketing for advertising or marketing communication purpose.

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.

The interplay of social responsibility consciousness and evaluation mode in consumers’ response toward cause-related marketing-enhanced product

2019 ◽  
Vol 32 (8) ◽  
pp. 1651-1674
Author(s):  
Eun Young Park ◽  
Jung Min Jang
Keyword(s):  
Social Responsibility ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Presentation Mode ◽  
Future Research ◽  
Price Fairness ◽  
Content Type ◽  
Cause Related Marketing ◽  
Evaluation Mode ◽  
The Impact

Purpose The purpose of this paper demonstrate that purchase intention toward a cause-related marketing (CRM)-enhanced product can be positively correlated with consumers’ social responsibility consciousness (SRC) and can be increased or decreased merely by changing the evaluation mode. Design/methodology/approach The authors conduct three experimental studies with two levels of SRC (high vs low) × two evaluation modes (joint evaluation (JE) vs separate evaluation (SE)) between-subjects design. The dependent variable is purchase intent toward the CRM-enhanced product. Findings The results indicate that consumers with high SRC are more likely than those with low SRC to purchase a CRM-enhanced product when two products are presented side by side (JE). However, consumers’ SRC level does not impact purchase intention when they see only one product (SE) independently (Study 1). The authors confirm that the proposed effect is mediated by perceived price fairness toward the product (Studies 2 and 3). Research limitations/implications Future research on CRM-enhanced products should carefully consider that the impact of individuals’ SRC level was in very different directions depending on the evaluation mode. In addition, further investigation is needed to address generalizability issues regarding samples and hypothetical stimuli. Practical implications These findings offer recommendations to help practitioners design effective marketing communications about CRM practice for target markets. Originality/value To the authors best knowledge, the current study is the first attempt to explore the crucial role of SRC, presentation mode and their interaction on purchase intention toward CRM-enhanced products.

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