Abstract
The current study considers customers’ attitude, involvement and purchase intention of hotel customers with the moderating impact of cause related marketing campaigns in the context of Bangladesh. Partial Least Square (PLS) path modeling, a variance-based technique of SEM was used in the current study as the study tool. After testing the hypothesis on 305 customers it has been found positive significant influence of both customers’ attitudes and involvement on purchase intention of hotel customers. Moreover, the current study used cause related marketing campaigns as a moderating variable between customers’ attitude and involvement on purchase intention where both the hypothesis found insignificant. Therefore, from the literature review and the findings of the analysis the current study recommends future research to look for the moderating effect of cause related marketing campaigns of other customer perceptions in the link between attitude and involvement on purchase intention.
Highlights
Just ensuring the quality of the products or services does not guarantee the success in today’s highly competitive business era
The current study considers customers’ attitude, involvement and purchase intention of hotel customers with the moderating impact of cause related marketing campaigns in the context of Bangladesh
Due to the multiplier effect of Cause-related Marketing (CrM) on sales, nowadays CrM is being used by numerous companies as a factor that works on sales augment and that can help to build a favorable brand and establish brand image
Summary
Just ensuring the quality of the products or services does not guarantee the success in today’s highly competitive business era. CrM are being used by most of the companies as a strategic tool and can be used to establish a favorable corporate and brand image in the minds of customers’ (Chattananon, Lawley, Supparerkchaisaku, & Leelayouthayothin, 2008) which can result in increased sales of a company’s products and boost up the profits (Suki, 2013) and customers will have emotional attachment with those companies that make themselves involved with charities and good causes. Customers enjoy the participation with the CrM campaign, and it can produce better brand attitudes and can result in increased purchase intention (Liston-Heyes & Liu, 2013). Shabbir, Kaufmann, Ahmad and Qureshi (2010) found through a study in Pakistan that cause related marketing campaigns, brand awareness and image have an impact on customers’ purchase intention specially in the developing countries. Cause related marketing campaign has impact on brand loyalty for telecom whereas attitude, image and belief of the customers’ serve as the mediator for brand loyalty (Rashid, Hamidizade, Esfidani, & Matin, 2016)
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