Cause-related Marketing Messages Research Articles

Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity

PurposeThis study aims to examine how consumers perceive the persuasion intent and sincerity of brand messages differently and to what extent the advertised brand sounds opportunistic within the context of a crisis, depending on what the message offers.Design/methodology/approachIn Study 1 (N = 163), the brand messages were manipulated in terms of control (an empathetic claim only), monetary reward (with a discount offer) and cause-related marketing (CRM) conditions. In Study 2 (N = 150), the message effects were replicated using a different product category. In Study 3 (N = 216), the three brand messages were examined under high vs low involvement conditions.FindingsThe results revealed a linear decrease in negativity in consumer responses when the brand message offers CRM activity, followed by one that offers a discount. It was also found that the monetary reward message was perceived to have greater persuasion intent and be more opportunistic than other message types under low involvement, whereas such effects disappeared under high involvement. Conversely, the CRM message was perceived to have greater persuasion intent and be more opportunistic under high involvement (vs low).Originality/valueAmidst the global economic impact and corporate landscape changes, there is limited understanding of consumer responses to crisis-related brand messages. Rooted in the attribution theory and the persuasion knowledge model, this study fills the gap by examining how consumers assess the underlying motives of different message types and perceive brands as taking advantage of the crisis situation.

Enhancing the Effectiveness of Cause-Related Marketing: Visual Style, Self-Construal, and Consumer Responses

The visual presentation of cause-related marketing (CRM) messages is gaining increasing attention from researchers and practitioners. This study delves into the impact of the visual style of CRM messages on consumer responses and the moderating role of self-construal. The results demonstrate that visual style has a significant effect on consumer responses, as cause-focused messages engender a higher brand attitude and purchase intention than product-focused messages (Studies 1 and 2). Meanwhile, the effects of visual style on both consumers’ brand attitude and purchase intention are mediated by the perceived self-serving motives. Importantly, self-construal moderates the relationship between visual style and consumer responses (Study 2). Cause-focused messages lead to enhanced brand attitudes and purchase intentions than product-focused messages by reducing the perceived self-serving motives for consumers with an interdependent self-construal, although not for consumers with an independent self-construal. Grounded in these findings, the theoretical contributions and practical implications are discussed.

CAUSE-RELATED MARKETING AND CAUSE SPONSORSHIP’S COMPANY-CAUSE FIT AND eWOM: SPREADING CSR ON FACEBOOK

Businesses should utilize Corporate Social Responsibility (CSR) marketing communications to show genuine support for stakeholders affected by the Covid19 pandemic. This study focuses on two forms of CSR marketing communications: cause-related marketing (CRM) and cause sponsorship (CS). This research would look into how CRM and CS’s company cause fit will affect eWOM (electronic word-of-mouth), a type of consumer response. A survey-based within-subjects trial of CRM and CS x 2 company-cause fit will be conducted on active Facebook users aged 18 to 64 years old. Ten (10) pre-selected firms from the Philippines' Top 30 Businesses were selected. These companies posted both CRM and CS Facebook messages. The CRM posts will be shown to half of the sample size (N=272), while the CS posts will be shown to the other half (N=272) and graded via a questionnaire. The research concluded that there were positive relationships between CRM and CS’s company-cause fit and eWOM. Between the two, CRM had a greater effect on eWOM as compared to CS. This was also evident in the models. The higher the company-cause fit, the higher the eWOM response. The suggestion to companies was to concentrate on CRM FB posts with the high company-cause fit so that the occurrence of eWOM would be higher especially during periods of crisis like the Covid19 pandemic. For future researchers, other forms of CSR marketing communications and consumer responses may be studied to further increase the effectiveness of Facebook CSR posts.

How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes

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.

Cause-Related Marketing in the Telecom Sector: Understanding the Dynamics among Environmental Values, Cause-Brand Fit, and Product Type

Due to heightened ecological awareness and concern in recent years, many businesses have started to employ cause-related marketing (CRM) strategies aiming at communicating sustainability-based value to their potential targets. Building on the growing body of research on cause-brand fit and product types, the present study incorporates environmental values to explore the effectiveness of CRM messages in the telecom industry. A 4 × 2 online experiment was conducted in which a total of 1175 adults in Taiwan participated. The results demonstrated that CRM campaigns were effective for increasing perceived corporate image and purchase intentions. However, corporate image and purchase intentions did not vary with different levels of cause-brand fit. The results also showed that corporate image mediated the relationship between CRM campaigns and purchase intentions. Furthermore, this indirect relationship was moderated by environmental values, especially for necessary products. Theoretical and practical implications on corporate social responsibility to promote environmental sustainability are discussed.

The role of visual presentation in cause-related marketing message processing in social network sites: a case for sports brands

Cause-related marketing (CRM) advertisements focus on promotional social cause (PSC) messages for a brand; however, recent social media-based CRM ads rely on partake-in-our-cause (PIOC) messages, which encourage consumer participation. This three-part study examined the identification of a boundary condition in message type effects and the underlying mechanisms of such effects in social network sites (SNS). The findings of Experiment 1 indicate that when exposed to a product-focussed visual, PIOC messages yield more positive CRM outcomes (vs. PSC messages). However, when subjects were exposed to a cause-focussed visual, there were no differences in CRM outcomes between PIOC and PSC messages. Experiment 2 and Experiment 3 investigated the underlying mechanism via serial mediation analyses. The findings show that positive CRM outcomes derived from PIOC messages (vs. PSC messages) arose mainly through consumers’ perception of CRM. Conversely, when exposed to the cause-focussed visual, consumers’ perception of CRM was not influenced by the message type. The current study contributes to the existing CRM literature by applying consumer attributions of a company’s motive in CRM messages. This article has been corrected with minor changes. These changes do not impact the academic content of the article.

Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials

PurposeThe purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns.Design/methodology/approachThree experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3).FindingsThe results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals.Research limitations/implicationsInconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries.Practical implicationsTo improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products.Social implicationsCRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes.Originality/valueThis paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.

Is this for our sake or their sake? Cross-cultural effects of message focus in cause-related marketing

PurposeThe purpose of this paper is to examine how cause-related marketing (CRM) messages with a global focus and a national focus influence perceived brand authenticity and participation intentions among consumers across two countries, USA and South Korea, based on the social identity perspective. In addition, the study examines how perceived altruism of the brand mediates these relationships.Design/methodology/approachHypotheses were tested by 2×2 between-subject quasi-experiment among about 260 US and Korean consumers. Data were analyzed using multivariate analyses of covariance (MANCOVA) and a moderated mediation analysis.FindingsResults indicated that, overall, US consumers perceive higher brand authenticity and participation intentions toward CRM in than Korean consumers. Korean consumers perceived higher brand authenticity and participation intentions from a CRM message with a national focus, while US consumers did not have a significant preference between message focuses. According to the result of moderated mediation analysis, consumers’ perceived altruism toward the brand mediated the effects of interaction between message focus and consumer nationality.Originality/valueThis study provides a unique perspective about what specific kind of CRM message could be more effective for consumers in different cultures, and proposes a theoretical explanation of why such difference is observed based on consumers’ social identities and in-group favoritism.

The Joint Effect of Power, Relationship Type, and Corporate Social Responsibility Type on Customers’ Intent to Donate

This study examines how the type of dining companion, type of cause-related marketing (CRM) program, and power influence restaurant consumers’ prosocial behavior and loyalty intentions. A 2 × 2 × 2 experiment was conducted with relationship type, CRM type, and power state as independent variables. The results indicate that, among those with high social power, intent to donate and repurchase intentions depend on whether they are dining out with a romantic partner or a business partner. Moreover, in front of a romantic (vs. business) partner, powerful individuals respond more positively to a CRM message signaling warmth (vs. competence). Such a difference is not observed among those with relatively less social power. Theoretical and managerial implications are discussed.

Public or private products? The impact of cause-related marketing and product conspicuity on consumer response on social networking sites

ABSTRACTThis study examined the effectiveness of cause-related marketing (CRM) and product conspicuity on social networking sites (SNSs). In addition, the moderating roles of self-monitoring were investigated. A 2 (CRM message: presence vs. absence) × 2 (Product type: conspicuous vs. inconspicuous) experimental design was employed. Results showed that CRM messages led to more favorable responses than non-CRM messages in the context of SNSs. In addition, the more conspicuous a product, the more effective a CRM message was. The moderating effect of self-monitoring was found in term of attitude toward the ad. Implications and future research were discussed.

Exploring the interactive effects of brand use and gender on cause-related marketing over time

Research has shown that men and women respond differently to cause-related marketing (CRM) appeals with fictitious brands; however, few studies examine how CRM works for existing brands or measure long-term effects. To fill these gaps, we explore the influence of sponsor brand use and gender on responses to a CRM campaign at three points in time (premessage, postmessage exposure, and 2-week delay). We are the first study to identify the moderating effect of brand use on gendered responses to CRM messages. Nonbrand users increased their purchase intentions after CRM message exposure; this was especially true for men. Overall, our findings reinforce past research showing that CRM can positively influence short-term purchase intentions. We reveal new insights that show CRM can work especially well among nonbrand buyers; however, no significant long-term influence was found. Our results demonstrate the importance of segmenting the market by demographics and brand use as well as considering the long-term implications of CRM persuasion.

Matching cause-related marketing campaign to culture

ABSTRACTThe goal of this study was to identify links between cultures (high- vs. low-context culture) and the effectiveness of a cause-related marketing (CRM) claim. First, the effect of culture on types of appeals’ (informational vs. emotional vs. combination of informational and emotional) effectiveness was investigated by conducting a multivariate analysis of variance. Employing a path model, the study examined the mediating effect of perceived credibility on the influence of the cultural congruence within attitude toward CRM. The results indicated that culture influenced the effectiveness (CRM attitude, credibility perception, and purchase intention) of type of CRM appeal. The main contribution of this study lies in its analysis of the validity of the interactive affect–cognition relationship effects on CRM message effectiveness across cultures. This study hopes to provide insight into whether differences in cultural values result in perceptual differences, thus necessitating the use of different CRM strategies in different cultures.

CAUSE-RELATED MARKETING: MODERATION EFFECT OF CUSTOMER VALUES ON THE INFLUENCE OF CAUSE-BRAND FIT, FIRM MOTIVES AND ATTRIBUTE ALTRUISTIC TO CUSTOMER INFERENCE AND PARTICIPATION INTENTION

This study develops a conceptual model of Cause-related Marketing (CrM) investigating the effect of cause-brand fit, firm motives and altruistic attribution to customer inference and participation intention moderated by customer values. The approach used is quantitative where data are collected through a survey using non-probability sampling techniques. The sample was formed by consumers of Bottled Drinking Water Aqua brand and data was analyzed through structural equation modeling and multi-group analysis to test the hypothesis of moderation on the model. The findings in this study show consumers may use brand attitude before they participate in behavior intention that formed through CSR perception, brand credibility and altruistic attribution using firm social motives and cause-brand fit in CrM campaign. The results confirm lower altruists consumers use mainly altruistic attribution to form their judgment on brand credibility. They also employ cause-brand fit and firm motives to shape their decision on CSR perception in CrM messages.

Functional matching effect in CRM: Moderating roles of perceived message quality and skepticism

By applying the functional matching effect to the domain of cause-related marketing (CRM), this study examined the conditions under which the CRM message matching to attitude bases would elicit greater persuasion. In this study, a matched (or mismatched) CRM message is represented by the ad message featuring an argument that matches (or mismatches) consumers' primary motivation for purchasing the product supporting a social cause. Using a before-and-after experimental design, the perceived message quality and consumer skepticism about CRM practices were tested as moderators of the relationship between the functional matching of arguments and persuasion. This study assessed persuasion by measuring attitudes toward the CRM ad and the brand, and purchase intention. As expected, the functionally matched message appeared to generate greater persuasion when the argument was perceived to be strong. Additionally, low skeptics showed more favorable responses to the matched message compared to high skeptics. Theoretical and managerial implications were discussed to enhance the persuasiveness of CRM messages.

Missing ingredients in cause-related advertising

In traditional cause-related marketing (CRM) campaigns, marketers focus on a promoted product and ads contain CRM messages only in small print at the bottom. Some recent marketers have chosen to highlight the cause, with the product taking a lesser role in the advertising copy. The purpose of this research is to compare these two execution styles. Moderating effects of product type and cause framing are considered. Experimental results indicate that a cause-focused ad is more effective in hedonic product promotion and a product-orientated ad is more effective in utilitarian product promotion. An other-benefit appeal facilitates the effects of a cause-related ad to individuals with a hedonic tendency towards the product, and a self-related appeal enhances the effects of a product-orientated ad to those with a utilitarian tendency towards the product. The findings underscore the importance for marketers to learn more about how visuals work, and in turn suggest how practitioners can avoid negative consumer reactions to their cause-related ads.

Brand credibility in cause‐related marketing: the moderating role of consumer values

PurposeThe main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.Design/methodology/approachThis is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.FindingsFindings show that altruistic consumers use mainly altruistic attribution to form their judgement on brand credibility in CrM messages, whereas non altruistic consumers base their assessment on cause‐brand fit.Research limitations/implicationsReal brands have been used in the empirical study and thus further research should replicate the study with fictional brands in order to avoid the effect of consumer prior information.Practical implicationsThe findings have relevant implications for CrM campaign managers in helping them to understand how to increase brand credibility in CrM messages. They should emphasize altruistic motivations if their target comprises more altruists or brand‐cause fit if non‐altruists outweigh.Originality/valueThis study contributes to the literature by making explicit the moderating role of altruistic values on two antecedents of brand credibility (cause‐brand fit and altruistic attributions) in a CrM campaign.