Cause-related Marketing Research Articles

Benefits of cause-related marketing for companies and nonprofits: focusing on the roles of self-corporate congruity and issue involvement

This experimental study aims to examine how cause-related marketing (CRM) can bring a win-win outcome to a company and its nonprofit partner. Specifically, this study investigates the extent to which consumers perceive image-congruity between self and corporation (self-corporate congruity) plays a key role in achieving business and social gains in the domain of CRM. The finding demonstrates that self-corporate congruity positively affects consumer intentions to not only buy the cause-related products, but also support the cause-related issues. Further, it shows that issue-supporting intentions partially mediate the effect of self-corporate congruity on product-buying intentions, and this mediating role is also moderated by the degree of issue involvement. That is, when consumers have low involvement in cause-related issues, self-corporate congruity positively influences product-buying intentions through a psychological mediator of issue-supporting intentions. However, this event disappears when consumers have high involvement in the issues. Theoretical and practical implications for companies, nonprofits, and consumer researchers are discussed with specific reference to CRM.

Firm-Determined or Consumer-Determined Corporate Social Responsibility (CSR)? Examining the Effects of Choice-of-Cause in Cause-Related Marketing

As a widely practiced form of corporate social responsibility (CSR), cause-related marketing (CRM) programs have been considered effective in generating reputational, relational, and financial returns for companies. This study examines a new form of CRM: choice-of-cause programs, in which companies empower consumers to determine which social causes to support. Based on self-determination theory, reputation management literature, and CSR research, this study proposes a conceptual framework that theorizes the effectiveness of the choice program, mapping out consumers’ psychological experiences and consequential attitudinal and behavioral intention responses toward companies and their nonprofit partners. Results of an online experiment offer partial support to the framework. They showed the relative advantage of the choice program over traditional cause-without-choice practice and highlighted the importance of creating an autonomy-supportive CSR program environment where consumers can exercise self-determination. Furthermore, results demonstrated the crucial role of corporate reputation in influencing consumer responses in CSR programs.

How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice

Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts through responsible operations practices (such as paying a living wage to workers or engaging in environmentally sustainable manufacturing). Others pursue external responsibility initiatives (such as philanthropy or cause-related marketing). Through two experiments conducted in the field and complementary online experiments, we compare how transparency into these internal and external initiatives affects customer perceptions and sales. We find that transparency into both internal and external responsibility initiatives tends to dominate generic brand marketing in motivating consumer purchases, supporting the view that consumers take companies’ responsibility efforts into account in their decision making. Furthermore, the results provide converging evidence that transparency into a company’s internal responsibility practices can be at least as motivating of consumer sales as transparency into its external responsibility initiatives, incrementally increasing a consumer’s probability of purchase by 6.40% and 45.85% across our two field experiments, conducted in social and environmental domains, respectively. Our results suggest that it may be in the interest of both business and society for managers to prioritize internal responsible operations initiatives to achieve both top- and bottom-line benefits while mitigating social and environmental harms.This paper was accepted by Charles Corbett, operations management.

Capture the hearts to win the minds: cause-related marketing in Egypt

This paper aims to identify the main cause-related marketing campaign dimensions affecting consumers’ attitudes towards firms and intention to purchase on-demand ride services in Egypt. A qualitative exploratory study was conducted at first that employed in-depth interviews and one focus group with consumers of on-demand ride services. Then, a quantitative study that involves a survey-based questionnaire was used. Using a non-probability convenience sample, we collected two hundred and seventy valid questionnaires from on-demand ride service users in Cairo and Giza. The data were analyzed using structural equation modeling (Smart PLS V.3) and SPSS V.20. The results show that campaign feedback and cause involvement have a positive impact on attitude towards the firm and intention to purchase. Skepticism shows a significant negative impact on intention to purchase, and altruistic attribution has a significant impact on consumers’ attitudes towards firms. In light of this, managerial and public-policy implications are provided.

Priming social media and framing cause-related marketing to promote sustainable hotel choice

Hotels utilize cause-related marketing (CRM) to attract consumers by advertising green practices. However, CRM does not always result in the intended outcomes. In online settings, customer-generated cues transmitted through social media can influence responses to company-generated CRM. Two psychological processes can operate to influence the effect of online cues on decision processes: priming and framing. The current research used an online survey in which priming and framing were varied in a simulated hotel-booking scenario. Affective priming was activated using an Instagram post with positive or negative environmental content. CRM framing consisted of a hotel advertisement describing its sustainability practices as producing environmental benefit or preventing environmental harm. Structural equation modeling (SEM) revealed that positive affective priming and positively framed CRM advertising produce a favorable hotel image, which in turn leads to higher booking intention. Moreover, pro-environmental attitudes magnify the effects of image on multiple outcomes, including booking intention, willingness-to-pay more, and word-of-mouth. The findings will help operators develop effective marketing strategies and leverage social media to promote their business while protecting the environment.

Cause-Related Marketing Influence on Consumer Loyalty in a Medium-Sized City

The purpose of this study is to analyze the effect of the performance of a cause-related marketing action on consumer loyalty by a company. In addition, the study explores the moderating effect of the publicizing medium. The proposed theoretical model was tested based on data gathered from a face-to-face questionnaire completed by 421 respondents living in a medium-sized city. The results validated the proposed model and showed that the functional and image fit between social actions and companies are key antecedents of perceived corporate ability (CA) and company credibility. It was shown that CA directly influences customer satisfaction, that credibility indirectly influences customer satisfaction through perceived corporate social responsibility, and that satisfaction directly and positively impacts customer loyalty. Moreover, the influence of functional and image fit in the model were shown to be moderated by the type of publicizing medium. Specifically, the effect of functional fit on corporate ability is greater for traditional media (TM) than for social media (SM). On the other hand, the effect of image fit on corporate ability is greater for SM than for TM. The theoretical and practical implications of these results are discussed.

The quest for consumer engagement via cause-related marketing: A mixed method study in an emerging economy

The present study attempts to understand the concept of consumer engagement (CE) in Cause-related Marketing (CRM) context. Utilizing a simultaneous qual + qual mixed method research approach; the authors have attempted to consider two research questions: (1) how online retail organizations operating in India are framing CRM campaigns for enhancing consumer engagement, and (2) what are the factors that motivate consumers to engage with CRM initiatives of online retailers. Integrating the findings of the study with the ‘Hierarchy of Engagement Model’ provided by Grewal et al. (2017b), the authors have proposed a conceptual model of CE in CRM context. Further, the study provides implications for both academics and marketing practitioners.

공익연계마케팅 수행 기업의 국적에 따라 마케팅적 특성, 공익적 특성이 구매의도에 미치는 영향

공익연계마케팅 수행 기업의 국적에 따라 마케팅적 특성, 공익적 특성이 구매의도에 미치는 영향

Lowering the Minimum Donation Amount Increases Consumer Purchase Likelihood of Products Associated with Cause-Related Marketing Campaigns

Both the total amount to be donated and the way it is communicated can influence consumer reactions to cause-related marketing (CM) campaigns. While companies often choose not to explicate any donation limit, this study argues that donation frames (e.g., minimum or maximum total donation) can enhance the likelihood of consumer purchases associated with CM campaigns. In a series of four studies, the authors find that consumers often respond more favorably to minimum-frame CM campaigns with a relatively low donation amount (e.g., at least $100,000 will be donated) than those with a high donation amount (e.g., at least $10 million will be donated) despite the superiority of the latter for the recipient cause. This effect is inverted for maximum donation frames, such that a high donation amount leads to greater consumer participation. This research also demonstrates that this effect is driven by the consumer desire to make a personal contribution to a cause, which is more likely to be observed when consumers endow it with high importance. These effects are obtained with attitudes, behavioral intentions, and actual expenditures.

Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

Cause-related marketing (CRM) has been a crucial concept of sport marketing literature in the professional sport context. However, there is little evidence available to address the effectiveness of CRM when the levels of sport fans’ embedded psychological characteristics helping others are considered. The present study aimed to investigate the influence of sport fans’ perceived CRM motive of a sport team on fan attitude and purchase intention for the team-licensed products, and the moderating effects of sport fans’ altruism on the relationships among these variables in the context of the Korean professional baseball league. A total of 164 Korean baseball fans participated in the present study. Results revealed that sport fans’ perceived CRM motive significantly affected fan attitude and purchase intention for the team-licensed products, and fan attitude also had a significant impact on purchase intention. Moreover, sport fans’ altruism had significant moderating effects on the relationships between perceived CRM motive and purchase intention, as well as team attitude and purchase intention for the team-licensed products. Consequently, the present study might demonstrate that professional sport fans with high altruism are more likely than fans with low altruism to evaluate the motive of a team’s CRM campaign as cause-oriented and show their support for the campaign.

The dynamics of cause-related marketing platform and interactivity on college sport fans' donations

PurposeThis study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing.Design/methodology/approachTo discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans at a university in the American Midwest. Collected data are analyzed on the analysis of variance.FindingsResults show that fans demonstrating the highest donation intention are those in the group of fan-interactive marketing on social media. Those showing the lowest are in the group of non-interactive marketing on newspaper. Between marketing interactivity and marketing platform, no interaction effect is found.Originality/valueThe study tests the effectiveness of marketing communication in the context of collegiate sports and identifies the impact of social media on college sport fans' donation intention. For collegiate athletic administrators designing a cause-related marketing campaign, this study provides practical information on how to use social media in delivering fan-oriented activities.

Consumer location and ad type preferences as predictors of attitude toward femvertising

PurposeThis purpose of this study was to investigate how consumers’ degree of rurality and preference for specific ad types are associated with their attitude toward femvertising (pro-female advertising).Design/methodology/approachAn online survey of US-based respondents over 18 years of age was administered by Qualtrics Panels from February 7 to February 15, 2018. The final sample included 418 respondents.FindingsThe more urban the respondents’ location was, the more educated they were, leading to more support for gender equality but not a more positive attitude to femvertising. Liking of ads described as “funny,” “with a message” and “emotional” was associated with a more positive attitude toward femvertising.Research limitations/implicationsThe findings were limited by the use of a convenience sample and the limited variance in participants’ rurality owing to the prevalence of respondents based in or near metropolitan areas. Future research should seek to understand how, if at all, femvertising has affected rather than only reflected social change across a variety of cultural settings.Practical implicationsMarketers can expect femvertising appeals to be relatively effective across the rural–urban divide. Femvertising campaigns should consider using or continue to use humor, inspiration/moral reasoning, and emotion in their messages.Social implicationsThe relative lack of controversy surrounding femvertising indicates gender equality may be embraced across social divides, possibly because in the current economic environment, women’s empowerment is linked to monetary gains for both companies and households.Originality/valueAs the demand for companies to take a stance regarding socially charged issues increases, there is a critical need to understand the factors that impact consumer demand in the context of pro-female messaging. This study expands the literature on the effects of two such factors – rurality and ad type preferences – on attitudes toward advertising promoting egalitarian values. No previous research has investigated the role of these variables in cause-related marketing.

CRM, Skepticism and Patronage Intention—the mediating and moderating role of satisfaction and religiosity

ABSTRACT This primary objective of the present work is to understand the relationship between Skepticism and Patronage Intention, and to check the mediating and moderating impact of Satisfaction and Religiosity on the same, with focus on Cause-Related Marketing (CRM). In the present study, SPSS 21 and AMOS were used to analyse the quantitative data and test moderation and mediation effect. The findings of the study confirm the mediation and moderation effect of Satisfaction and Religiosity on Skepticism→Patronage Intention. The findings of the study would help academicians and marketers. Academicians will be enriched by the knowledge of the antecedents and moderated and mediated variables and their differential impacts on Skepticism, drawing from the Attribution Theory. The Company and Policy Maker will be benefitted by the knowledge of factors that can lower Skepticism and enhance Satisfaction hence they are recommended to consider them before devising a suitable CRM activity. To the best of our knowledge, no such studies were being made in the Indian context and the study makes original contribution to the existing literature.

Chinese Cause-Related Marketing through Internet: Perceived Benefits, Participation and Privacy Concerns

Chinese Cause-Related Marketing through Internet: Perceived Benefits, Participation and Privacy Concerns

Chinese Cause-Related Marketing Through Internet: Perceived Benefits, Participation, and Privacy Concerns

Chinese Cause-Related Marketing Through Internet: Perceived Benefits, Participation, and Privacy Concerns

The Influence of Cause Related Marketing Towards Purchase Intention in Local Fashion Brands Indonesia

Cause-Related Marketing (CRM) becomes an increasingly popular nowadays as a used tool by companies operating in the market. CRM campaign represents form of a partnership in a creative manner which companies, nonprofit organization, and customers makes charities for collective benefits and believed as the most effective marketing strategy for company rather than other strategies, as customers have shifting paradigms in perception and recognition towards products that they are increasingly looking for products or brand that also have positive shared value in the surroundings or called the societal marketing concept. CRM used by brand marketers who believes that this approach significantly helps to improve the purchase intention. Knowing that, researcher want to get more inclusive and realistic understanding about it. The purpose of this research study is to analyze the influence of CRM towards purchase intention in local fashion brands Indonesia. Using simple regression analysis, the researcher will gather data from about 150-400 samples using purposive sampling method by spreading questionnaire via online.
 Keywords: Cause Related Marketing; Purchase Intention, Local Fashion Brands

Visual Design, Message Content, and Benefit Type: The Case of A Cause-Related Marketing Campaign

Engaging consumers in a firm’s prosocial initiatives can generate favorable responses. As such, cause-related marketing (CRM) advertisements typically employ various content and design elements to engage consumers. However, the appropriate integration of advertising elements has gained little research attention. To fill this void, this study focuses on the joint effect of benefit type (self-benefits vs. other-benefits), message content (prevention focused vs. promotion focused) and visual design (cute vs. aggressive) on customers’ CRM engagement. While previous research suggests that emphasizing self-benefits (vs. other-benefits) of giving is more effective, our findings indicate that the effectiveness of self-benefit appeals is contingent on the fit between regulatory focus of the message and visual design. This study contributes to the growing literature on CRM by illuminating the interplay of various advertising elements and providing guidelines for hospitality managers in promoting CRM campaigns. Additional theoretical and managerial implications are discussed.

Understanding Purchase Intention of Youth towards Cause Related Marketing

Originality/Research need:Transformation is the key for the success of any business today. The marketing function cannot be an exception and we see the adoption of a new trends in the integrated marketing communication space. Cause Related Marketing (CRM) is one such methodology which gives a chance to do something for society. This gives marketers a choice for connecting and engaging with consumers at their convenience since cause related marketing gives satisfaction to consumer, makes it fascinating and also enhances brand engagement. Limited research has been done in the area of cause related marketing and what factors influence the purchase intention Objective of the study: Hence the objective of this study is to determine the factors which influence the purchase intention towards cause related marketing products. Methodology: The researcher has used quantitative research methodology for this study. A structured questionnaire was circulated to the experimental group in order to gather their opinion and was the source of primary data for the analysis. Data analysis was done using statistical methods. Implications of the study: The study will prove helpful to academicians, managers and for companies by providing insights into the impact of using cause related marketing for advertising or marketing communication purpose.

The moderating role of donation quantifiers on price fairness judgments

In the cause-related marketing (CM) literature, transparent communication of donation amounts (e.g., monetary donation quantifiers) has been shown to positively impact the effectiveness of CM campaigns. In practice, however, many firms communicate their donation contributions in more ambiguous terms (e.g., descriptive quantifiers). Across three studies, the authors demonstrate when using monetary quantifiers is less beneficial, due to consumers’ skepticism of firm motives. Study 1 shows that the presence of a CM promotion positively affects perceptions of price fairness. Study 2 provides evidence that donation quantifier formats operate uniquely and impact price fairness through skepticism. Finally, Study 3 demonstrates ways in which practitioners can manage consumer skepticism, which affect perceptions of price fairness and ultimately purchase intent.

Measuring the Impact of Cause-Related Marketing: A Meta-Analysis of Nonprofit and For-profit Alliance Campaigns

ABSTRACT Cause-related marketing (CRM) campaigns are a type of joint venture between a business concern and a nonprofit organization. To determine effect sizes for these campaigns, a series of bivariate meta-analyses were conducted using a random effects assumption. Results included the effect of CRM advertising on brand attitudes, r = .248, 95% CI(0.189,0.373), and purchase intentions, r = .277, 95% CI(0.141, 0.404), and the effect of cause-brand fit on brand attitudes, r = .239, 95% CI(0.167,0.309), and purchase intentions, r = .319, 95% CI(0.206, .423). Unfortunately for nonprofit organizations, none of the seven meta-analyses conducted found any effect for the study characteristic, type of cause (generic or branded company). Thus, the contribution of a specific nonprofit organization’s brand did not have a significant impact on consumer attitudes or behavioral intentions to purchase CRM products.