Abstract
Corporations have engaged in cause-related marketing (CRM) based on consumer expectations toward ethical and sustainable corporate management. However, it is equally important to understand how to do so effectively. The role of cause proximity has been examined as an important factor that determines the effectiveness of CRM messages. Limited research, however, has considered moderating variables in the context of cause proximity. This study aimed to investigate the effect of the interplay between cause proximity and message strategy on attitudes toward the ad and ad believability. Based on an experimental design, this study applies construal level theory to demonstrate the effect of a construal fit between the spatial distance of the cause and how the message is presented on consumer attitudes toward ads and ad believability. Results show that the effects of message strategy mattered only for the global CRM cause. Furthermore, the findings show a mediating role of ad believability between cause proximity and message strategy on attitude toward the ad. This study provides empirical evidence for the advantage of using abstract messages in maximizing consumer reactions such as attitudes and believability when addressing global causes in CRM ad campaigns. Specifically, it offers insights on the impact of a matched condition between the spatial distance of the cause and language abstractness in CRM advertising.
Highlights
Cause-related marketing has received much attention in recent years, as marketers have shown increasing interest in achieving both sales and consumerrelationship goals by engaging in philanthropic activities [1]
Applying construal level theory (CLT) to the context of cause-related marketing (CRM) advertising, this study aims to examine the interactive effect between cause proximity and message strategy on consumers’ evaluation of CRM ads
We argue that construal level theory (CLT) can be applied to perceived cause proximity in the context of CRM advertising, with generating proximal or distant beliefs affecting the consumer response to advertising messages
Summary
Cause-related marketing (hereafter CRM) has received much attention in recent years, as marketers have shown increasing interest in achieving both sales and consumerrelationship goals by engaging in philanthropic activities [1]. CRM advertising communicates this mutual benefit for the purpose of sales increase and brand promotion [3]. Previous studies have suggested that CRM advertising provides competitive advantages and helps to imbue brands with positive and favorable images [4]. Corporations have adopted CRM based on consumer expectations regarding ethical and sustainable corporate management. This research embraces the sustainable aspects of CRM advertising that can affect sustainable consumption by consumers as socially responsible consumption [6] at the attitudinal level
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