A Taxonomy of Cause-Related Marketing Research: Current Findings and Future Research Directions

Cause-Related-Marketing is an emerging strategy which is used to affect purchase intentions of a customer in a very positive way. Purchase intentions may braced by the brand loyalty which can be an outcome of the cause related efforts of marketing. But most of the companies ignore its impact towards skepticism. In this co-relational research, relationship between Cause Related Marketing and purchase intentions have been measured, whereas brand loyalty and skepticism played their role as intervening variables and their effect and nature of relationships are also being measured in this research. Data was gathered from different universities and organizations. Statistical analysis showed a positive relation between Cause Related Marketing, skepticism and brand loyalty. Further impact of both of these Intervening variables was administered on purchase intentions and it demonstrated that relationship between skepticism and purchase intentions was negative and very strong as compared to the positive correlation of brand loyalty and purchase intentions. Regression analysis also revealed very important information. In this research future research directions have also been discussed. This work is significant as achieved results can be helpful for the companies and theoretically it’s important as this research filled a gap by studying the important variables together which have been subjects to much of discussion in Pakistan.

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Neuromarketing: Marketing research in the new millennium

Neuroscience Research Notes ◽

10.31117/neuroscirn.v4i3.79 ◽

2021 ◽

Vol 4 (3) ◽

pp. 27-35

Author(s):

Ahmed H. Alsharif ◽

Nor Zafir Md Salleh ◽

Rohaizat Baharun

Keyword(s):

Cognitive Processes ◽

Relevant Literature ◽

Marketing Research ◽

Future Research ◽

Attention And Memory ◽

Product Price ◽

Research Directions ◽

Emotional Processes ◽

Decision Making Processes ◽

Future Research Directions

Neuromarketing (NM) uses neuroscience tools, for example, but not limited to functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to study, explore, analyze, and explain the neural correlates of consumer’s behavior (i.e., decision-making processes), the cognitive processes (i.e., attention and memory) and emotional processes (i.e., emotion) of interest for marketing research (e.g., advertising, brand, product, price). This study analyzes the relevant literature and sheds light on the triune brain of humans, the dimensions of NM such as emotion, attention, and memory. Currently, emotional and cognitive processes have remarkably received attention from academic and industrial environments. Thus, NM presents unrivalled possibilities to record the activity regions in consumers' brains and provide precise information about which neurons are active when consumers are exposed to marketing stimuli. To best our knowledge, this will aid in shaping and understanding the central theme and set the future research directions for the researchers.

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