scholarly journals Cause Related Marketing and Purchase Intention Consumers' Goods in Nepal

2013 ◽  
Vol 28 (1-2) ◽  
pp. 89-98
Author(s):  
Jayant Nath Khanal
Keyword(s):  
Social Development ◽  
Purchase Intention ◽  
Emerging Market ◽  
Influencing Factor ◽  
Message Framing ◽  
Level Of Involvement ◽  
Consumer Responses ◽  
Cause Related Marketing ◽  
Cause Involvement ◽  
Considerable Work

In an emerging market, social development is an imperative, brands, consumers and society will benefited by cause-related marketing (CRM) that could provide an avenue to those in need receive more support than can be provided by traditional means. Though considerable work on CRM campaign sand consumer responses to them have been undertaken show ever, not much research has been done in this field in Nepal. In this connection, present study attempts to examine consumer responses on CRM, and particularly investigates whether the consumers’ level of involvement with a cause and the way in which the message is framed influence purchase intention. This study reveals that cause involvement is significantly influencing factor fir purchase intention while message framing did not. Therefore, there was no interaction between cause involvement and message framing.

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.

Comparing retail formats in an emerging market

2014 ◽  
Vol 6 (1) ◽  
pp. 48-69 ◽  
Author(s):  
Gordhan K. Saini ◽  
Arvind Sahay
Keyword(s):  
Purchase Intention ◽  
Emerging Market ◽  
Retail Store ◽  
Policy Implications ◽  
Content Type ◽  
Consumer Responses ◽  
Consumer Purchase Intention ◽  
Low Levels ◽  
Low Price Guarantee ◽  
Retail Formats

Purpose – This study aims to examine the importance of credit and low price guarantee (LPG) on consumer purchase intention across types of retail store formats in an emerging market context. Design/methodology/approach – A 2 (kirana/modern retail)×2 (high/low LPG)×2 (credit/no credit) experimental design was used for this study. A sample of 200 respondents was asked about their purchase intention for a newly introduced hypothetical toothpaste brand and six hypotheses were tested. Findings – Findings show that credit and level of LPG determine consumer's purchase intention across store formats. The presence of credit and high LPG increases the purchase intention; however, relatively importance of these two varies by type of store. The absence of credit at kirana store definitely reduces the buying intention, while same is not true for modern retail store, where level of LPG is more important than the credit. Interestingly, buyer is likely to discount high LPG for a month's credit offered by a kirana store. Practical implications – The study can help practitioners and scholars to understand consumer responses to credit and LPG in buying decisions, and subsequently in designing a better product offer at a particular store format in emerging markets. Originality/value – Important insights are provided about the consumer behavior resulting from the presence or absence of credit and high or low levels of LPG in an emerging market context. The study also has public policy implications in a country where FDI in retail is a hotly debated topic.

scholarly journals PROPOSED MODELS FOR CSR MARKETING COMMUNICATIONS ON FACEBOOK BASED ON COMPANY-CAUSE FIT AND CONSUMER RESPONSES

2021 ◽  
Vol 3 (8) ◽  
pp. 98-118
Author(s):  
Ronnie Pangan ◽  
Jaehak Shim
Keyword(s):  
Regression Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
The Philippines ◽  
The Other ◽  
Marketing Communications ◽  
Consumer Responses ◽  
Cause Related Marketing ◽  
Within Subjects ◽  
Corporate Social

Businesses should use Corporate Social Responsibility (CSR) marketing communications to show genuine support for stakeholders affected by the Covid19 pandemic. Two forms of CSR marketing communications were focused on: cause-related marketing (CRM) and cause sponsorship (CS). This research looked into how CRM and CS impact customer responses to: a) like/join the company's Facebook page, b) exchange CSR activities through eWOM (electronic word-of-mouth), and c) intention to buy the company's products and services (purchase intention). The company-cause fit was the dependent variable that was tested against the three responses. A survey-based within-subjects experiment of CRM and CS x 2 (good fit / bad fit) was conducted on active Facebook users aged 18 to 64 years old. Ten (10) pre-selected firms from the Philippines' Top 30 Businesses were listed, These companies released both CRM and CS Facebook posts. The CRM posts were shown to half of the sample size (n=136), while the CS posts were shown to the other half (n=136) and rated by a questionnaire. This research suggested models based on regression analysis and modeling that would advise companies how to better conduct CRM and CS online operations in order to maximize investments, especially during periods of crisis like the Covid19 pandemic.

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.

scholarly journals Persuasive Impact Of Fit Between Regulatory Focus And Message Framing On Consumer Responses: Message Strength And Choice For Others

2018 ◽  
Vol 34 (2) ◽  
pp. 393-404
Author(s):  
Jieun Choi
Keyword(s):  
Regulatory Focus ◽  
Purchase Intention ◽  
Message Framing ◽  
Consumer Response ◽  
Positive Outcomes ◽  
Consumer Responses ◽  
Low Levels ◽  
Practical Implications

Previous research on message framing has argued that fit between message framing and consumer regulatory focus influences consumer response. That is, positive frames are more persuasive for promotion-focused individuals, while negative frames are more persuasive for prevention-focused individuals. This research aims to expand the scope of previous research on message framing and argues that the match-up effect between message framing and regulatory focus, an effect established in previous research, is dependent on the strength of the message. This research further argues that the match-up effect patterns between message framing and regulatory focus differ based on whether or not consumers are making a purchase for themselves or for others. Specifically, this research hypothesizes that prevention-focused individuals tend to focus on uncertainty or risks related to choice for others and exhibit low levels of purchase intention regardless of message framing under the condition of making a purchase for others. This research also proposes that promotion-focused individuals tend to focus more on potential positive outcomes rather than negative risks when making a choice for others, resulting in a higher purchase intention regardless of message framing. That is, under the condition of making a purchase for others, the match-up effect of message framing and regulatory focus is rendered void. This research expands the scope of existing research on message framing and provides practical implications for marketing practitioners.

scholarly journals A Systematic Review of Experimental Studies Investigating the Effect of Cause-Related Marketing on Consumer Purchase Intention

2020 ◽  
Vol 12 (22) ◽  
pp. 9609
Author(s):  
Anran Zhang ◽  
Pamela Saleme ◽  
Bo Pang ◽  
James Durl ◽  
Zhengliang Xu
Keyword(s):  
Purchase Intention ◽  
Low Cost ◽  
Message Framing ◽  
Experimental Studies ◽  
Sales Promotion ◽  
Experimental Methodology ◽  
Future Research ◽  
Promotion Strategy ◽  
Non Profit ◽  
Cause Related Marketing

Cause-related marketing (CRM) is a globally popular marketing technique due to its value to multiple stakeholders such as the companies, the consumers, the non-profit organizations, and the society. The key to successful CRM is the consumer purchasing the cause-related product, and experimental methodology was adopted mostly during this process. Therefore, this paper systematically reviewed the CRM literature that measured consumers’ purchase intentions using the experimental methodology. A systematic literature research was undertaken examining five databases and 68 qualified articles were identified. The results showed that CRM in most qualified studies is manipulated as a tactical marketing program and the products are mainly low-cost and low involvement. Moreover, the CRM is more effective than the ordinary marketing or sales promotion strategy, such as discount and coupons. Furthermore, the specific characteristics of the CRM program (e.g., donation amount, cause type, message framing) have shown positive outcomes but mixed effects are persistent. Recommendations for implementing CRM programs and for future research were discussed.

scholarly journals Corporate Social Responsibility and Consumer Buying Behavior in Emerging Market: A Mixed Method Study

2016 ◽  
Vol 11 (7) ◽  
pp. 211 ◽  
Author(s):  
Irfan Butt
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Mixed Method ◽  
Purchase Intention ◽  
Emerging Market ◽  
Mixed Method Study ◽  
Buying Behavior ◽  
Consumer Responses ◽  
Corporate Social ◽  
Developed World

A number of companies are involved in various social responsibility programs aimed at increasing consumer trust in their services and improve overall image of the firm. This phenomenon is prevalent in developed world but is still new in emerging economies. In a developing country like Pakistan, Corporate Social Responsibility (CSR) is affected by various factors. The purpose of this mixed method study is to examine key antecedents to consumer responses to CSR to determine a link between CSR activity and consumers’ responses to such actions. After a qualitative study, a pre-tested structured questionnaire was administered to 224 respondents. The constructs were validated using confirmatory factor analysis and regression analysis was conducted to test hypotheses. It was found that purchase intention was impacted by perceived CSR which was positively influenced by awareness while trust played a pivotal role as a mediator between CSR and purchase intention. Surprisingly, religiosity was not significantly related to CSR. The study was conducted using a hypothetical company; however more insight might be gained if the company name was used since certain consumer patterns are brand specific.

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