Abstract
This study was conducted to develop a consumer driven scale for factors which have an effect on the tendency to participate in cause-related marketing campaigns. After detailed analysis, a scale was developed with 10 dimensions. Scale assessment was done based on a sample (n= 451) which was retained by convenience sampling methodology. The analysis process is as follows: Data analysis and normal distribution analysis for sample, explanatory factor analysis, reliability and validity analysis for explanatory factor analysis, confirmatory factor analysis, validity and reliability analysis for confirmatory factor analysis, and structural equation modeling. According to the research, scale which was developed contains factors as follows: brand cause fit, masculinity / femininity, uncertainty avoidance, willingness to help others, individualism, cause familiarity, brand image, brand familiarity, and willingness to participate in campaigns. This study aims to be a base for future research related to the factors which were developed.
Highlights
The aim of this study is to develop a scale by determining the factors that are influential in terms of consumer purchasing behaviors in the participating banking sector
The brand image is basically related to the personality of the brand, and it can be predicted that this perception of personality created in the consumer in this frame, will affect the participation in the activities of the Cause Related Marketing (CM)
The Cause Importance was the second factor obtained with a 4 variable structure
Summary
The aim of this study is to develop a scale by determining the factors that are influential in terms of consumer purchasing behaviors in the participating banking sector. Social marketing activities are gaining importance for collecting such assistance and engaging the community. Social marketing activities can have an important effect in the sense of awareness of the private sector and individuals, and of promoting such aid campaigns. The increase in volunteerism at the social level leads to an increase in social capital. The increase in volunteer activities can benefit the environmental community. AKGÜL & AKYOL / An Evaluatıon of Cause-Related Marketıng and A Scale Development Applıcatıon were evaluated in terms of managerial effects, limits of the study, and future research opportunities
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