Abstract
Cause-related marketing campaigns and repurchase intentions: The mediating role of brand awareness, consumer attitude and corporate image
Highlights
The purchase intention that exists in a consumer before making a decision to buy a particular product brand or service becomes an important factor that needs to be considered in the formulation and implementation of a company's marketing strategy (Kotler & Keller, 2012, Ajzen & Fishbein, 1980)
cause-related marketing (CRM) Campaigns referred to in this study were measured by indicators of the suitability of social marketing programs with the company's core business, the accuracy of social marketing programs and social donations
CRM Campaigns were not able to directly explain variations in changes in Aqua consumer repurchase intention in the City of Surabaya. This happened because Aqua mineral water products have become the market leader in the mineral water business in Indonesia, especially in the city of Surabaya
Summary
The purchase intention that exists in a consumer before making a decision to buy a particular product brand or service becomes an important factor that needs to be considered in the formulation and implementation of a company's marketing strategy (Kotler & Keller, 2012, Ajzen & Fishbein, 1980). The right program design will have the impact on brand awareness, attitudes and corporate image which leads to consumer purchase intentions. CRM campaigns should be an integral component of effective marketing strategies to improve brand image, brand awareness, corporate image, purchase intention and repurchase (Varadarajan & Menon, 1988; Kotler & Lee, 2005; Kotler & Keller, 2012). The implementation of cause-related marketing programs will consistently be able to change the overall attitude of consumers (Adkins, 2004) towards companies and product brands they have and will affect consumers' purchase intentions of goods or services. Moslehpour et al (2017) state that research using the repurchase intention variable as the dependent variable on purchasing products that are often consumed is more appropriate than using purchase intention
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