Exploring Gen Y Responses to an Apparel Brand’s Use of Cause-Related Marketing Does Message Matter When It Comes to Support for the Breast Cancer Cause?

Abstract

This study explored Gen Y’s responses to cause-related marketing (CRM) in apparel advertising. Data were collected from 349 Gen Y consumers to examine the influence of CRM on attitudes and purchase intentions toward an apparel brand. Attitude toward the brand was predicted by awareness of the apparel brand, perception of CRM, evaluation of the advertisement, involvement in the breast cancer cause, and gender. The theory of reasoned action was used to predict Gen Y’s purchase intentions and the utility of the classic model was compared to that of an extended model that included variables external to the theory. In the classic model, purchase intention was predicted by attitude toward the brand and subjective norm. In the extended model, purchase intention was predicted by attitude toward the brand, subjective norm, awareness of the apparel brand, evaluation of the advertisement, and involvement in the breast cancer cause. A calculated F-ratio indicated that the extended model provided additional explanatory power.