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.

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 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.

Cause-related marketing: een driehoeksverhouding tussen consument, bedrijf en goed doel

2012 ◽  
Vol 40 (1) ◽  
Author(s):  
Toni G.L.A. van der Meer ◽  
Sandra Zwier
Keyword(s):  
Literature Review ◽  
Empirical Literature ◽  
Consumer Organization ◽  
Negative Effects ◽  
Consumer Responses ◽  
Cause Related Marketing ◽  
Triangular Relationship ◽  
Company Identification

Cause-related marketing: a triangular relationship between consumer, organization and cause Cause-related marketing: a triangular relationship between consumer, organization and cause This literature review was conducted in response to the current prominence of Cause-Related Marketing (CRM) campaigns. Extant empirical literature shows that CRM can have both positive and negative effects on consumers’ responses, and it is found that several identification factors appear to shape the direction of these effects. A taxonomy of these identification factors is presented, whereby the factors are divided into three categories: consumer/company identification, consumer/cause identification and consumers’ perception of company/cause identification. Based on this classification a triangular relationship between consumer, company, and cause can be assumed, which shapes the effect of CRM on consumer responses. When identification among actors is high, the effect of CRM on consumer responses is optimal whereas less optimal CRM effects result where identification between either pair of actors falls short. These identification factors may be considered by organizations when designing a CRM campaign.

scholarly journals The Dual Processing of Donation Size in Cause-Related Marketing (CRM): The Moderating Roles of Construal Level and Emoticons

2018 ◽  
Vol 10 (11) ◽  
pp. 4219 ◽  
Author(s):  
Dongho Yoo ◽  
Jung-Ae Kim ◽  
Sun-Jae Doh
Keyword(s):  
Construal Level ◽  
Dual Processing ◽  
Negative Effects ◽  
Consumer Responses ◽  
Size Information ◽  
Positive Effects ◽  
Cause Related Marketing ◽  
Intention To Participate ◽  
Corporate Social

Donation size is known to be one of the factors that determines the success of cause-related marketing (CRM), which is the most practical form of corporate social responsibility (CSR). Although various studies have investigated the influence of donation size on CRM, they have not shown clear results. In addition, no research has examined the mechanism of how consumers process donation-size information. In this study, we examined the effect of donation size on consumer responses, focusing on the differences in perceived benefits and perceived monetary sacrifice according to the construal level. Furthermore, we investigated the role of emoticons as a way to increase the intention to participate in CRM by lowering the consumers’ perceptions of monetary sacrifice. Study 1 showed that for consumers with a higher construal level who perceive donation size as benefits, donation size had positive effects on consumer responses, whereas for those with a lower construal level who perceive donation size as monetary sacrifice, it had negative effects on their responses. Study 2 showed that emoticons attenuated the interaction effect of donation size and construal level. Finally, the implications of this study are discussed.

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