Does the Product Type Influence on Attitudes Toward Cause-Related Marketing?

Abstract

ABSTRACT. Many variables can influence consumer's purchase behavior in general, and attitudes towards Cause-Related Marketing (CRM) in particular. In this study, our aim is to analyze the possible relationship between attitudes toward CRM and purchase intention according to the product type involved in CRM campaign. We analyzed sample of 456 consumers and performed correlation analysis. Results show there are significant positive relationships between attitudes toward CRM and purchase intention according to the product type, with particular relevance in utilitarian products.JEL Classification: D12, L1, M3Keywords: Cause-Related Marketing, Attitudes toward Cause-Related Marketing, Purchase Intention, Product TypeIntroductionCause-Related Marketing (CRM) emerged in the eighties in the United States to refer to the campaigns in which company collaborates with nonprofit organization (NPO) making monetary and / or in kind contribution to specific social cause based on product sales, therefore the donation depends on consumer behavior. Normally, the campaign is conducted for certain product, for specific period of time, and with particular NPO (Kotler and Lee, 2005, p. 23). Its main goal is to positively influence consumer attitudes and buying behavior.American Express was the first company that used the term 'cause-related marketing'. CRM quickly spread to other countries, experiencing great level of diversification. It has evolved toward long-term and strategic approach, focused on stakeholders, and involved the entire organization.Although there are many informative publications about numerous CRM campaigns carried out, empirical research on this topic is still scarce, so more studies are needed for better understanding about the individuals' response to this specific strategy. In short, comprehensive framework is lacking, which can provide business managers regulatory principles based on theoretical investigations.According to the literature, many variables can influence consumer's purchase behavior. In this study, we address the possible influence of the product type, an aspect of the marketing strategy, in attitudes toward CRM (particularly in conduct component or purchase intention). Thus, our aim is to analyze the possible relationship between attitudes toward CRM and purchase intention according to the product type involved in CRM campaign.To achieve this aim, first we review the extant literature to configure the conceptual framework on which the theoretical development of this work is based. Then, we perform correlation analysis to test the hypothesis proposed and we present the main results which are brought under discussion. Finally, we address the most relevant conclusions, as well as the theoretical contribution and managerial implications.1. Conceptual framework1.1. Attitudes toward CRMAttitudes have become key construct in the explanation of consumer behavior (Sole, 2003, p. 190) and, specifically, in the analysis of socially responsible behavior. Attitudes are way of summarizing consumer evaluation, so they can provide important information for marketing managers because of their direct impact (Longenecker et al., 2005) in the purchase decision (Assael, 1999, p. 273).An attitude can be defined as a learned predisposition to respond consistently favorable or unfavorable to particular object or class of objects (see, for example, Assael, 1999, p. 274; Hawkins et al., 2004, p. 370; Ruiz, 2009; Santesmases, 1999, pp. 269-270; Stanton et al., 2004, p. 124; Wilkie, 1994, p. 281).Nowadays, attitudes are considered multidimensional, with three components (see, for example, Alonso and Grande, 2004, p. 383; Chiou and Droge, 2006, p. 615; Eagly and Chaiken, 2007, p. 591; Fraj and Martinez, 2002, p. 118; Fraj and Martinez, 2003, p. 61; Hawkins et al., 2004, p. 371; Lamb et al., 2002, pp. 136-137; Santesmases, 2007, p. …