Investigating The Impact of Cause Related Marketing on Consumer Attitude and Purchase Intention
DOI:
https://doi.org/10.59888/ajosh.v1i12.124Keywords:
Cause Related Marketing, Attitude, IntentionAbstract
Cause-related marketing (CRM) is a marketing program that closely relates to corporate social responsibility. The increasing popularity of CRM has led many researchers to investigate effective CRM campaign strategies. This study employs an experimental design with a factorial design to assess the impact of time duration, proximity, and congruence on brand attitudes and intentions. The study was conducted with college students from two cities in Indonesia, and statistical analyses, including t-tests and regression, were utilized. The results indicate that respondents' attitudes vary with respect to time duration and congruence, and attitudes towards brands related to CRM programs positively affect intentions. Therefore, marketers should consider the attributes of CRM, such as duration and congruence, to ensure that the program is accepted by consumers.
References
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
Anuar, M. M., & Adam, F. (2017). Does Cause-proximity Matters in Cause-related Marketing? International Journal of Academic Research in Business and Social Sciences, 7(7). https://doi.org/10.6007/ijarbss/v7-i7/3149
Armitage, C. J., & Conner, M. (2010). Efficacy of the Theory of Planned Behaviour?: A Meta-Analytic Review E Y cacy of the Theory of Planned Behaviour?: A meta-analytic review. The British Psychological Society, 1(1), 471–499.
Deb, M. (2021). The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator: Focused Study on Nonprofit Organizations in India. International Review on Public and Nonprofit Marketing, 18(3), 387–401. https://doi.org/10.1007/s12208-021-00278-3
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Prentice Hall.
Lanying Du, Hou, J., & Huang, Y. (2008). Mechanisms of power and action for cause?related marketing: Perspectives of enterprise and non?profit organizations. Baltic Journal of Management, 3(1), 92–104.
Lestari, N. S., & Nugroho, S. P. (2023). The Effect of Omnichannel Integration Quality on Purchase Intention Mediated by Consumer Trust in Surakarta. International Journal of Engineering Business and Social Science, 1(05), 340–352.
Liu, G., & Ko, W. W. (2014). An integrated model of cause-related marketing strategy development. AMS Review, 4(3–4), 78–95. https://doi.org/10.1007/s13162-014-0061-5
Melero, I., & Montaner, T. (2016). Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response. European Journal of Management and Business Economics, 25(3), 161–167. https://doi.org/10.1016/j.redeen.2016.07.001
Mora, E., Vila-Lopez, N., & Küster-Boluda, I. (2021). Segmenting the audience of a cause-related marketing viral campaign. International Journal of Information Management, 59(December 2020). https://doi.org/10.1016/j.ijinfomgt.2020.102296
Seo, H. J., & Song, T. H. (2021). The differential motivation and context effects of cause-related marketing in the hotel industry: The moderating role of consumption value. International Journal of Hospitality Management, 95(September 2019), 102721. https://doi.org/10.1016/j.ijhm.2020.102721
Sheppard, B. H., Hartwick, J. O. N., & Warshaw, P. R. (1988). The Theory of Reasoned Action?: A Meta-Analysis of Past Research with and Future Research. Journal of Consumer Research, 15(December). https://doi.org/10.1086/209170
Terblanche, N. S., Boshoff, C., & Human-Van Eck, D. (2023). The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention. International Review on Public and Nonprofit Marketing, 20(1), 193–223. https://doi.org/10.1007/s12208-022-00338-2
Thomas, S., Jadeja, A., Vaghela, K., & Shreevastava, R. (2022). Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product. International Review on Public and Nonprofit Marketing, 19(4), 691–708. https://doi.org/10.1007/s12208-021-00327-x
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Galuh Mira Saktiana, Adhi Prakosa
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
