Cause related marketing (CRM) is a strategy that aims to communicate a company's striving for corporate social responsibility and to improve brand image. A strategy to increase consumers' emotional involvement toward a product-cause association is to describe the cause in vivid terms. In two experiments we investigated how vivid messages might increase the effectiveness of CRM strategy. We sought to demonstrate that a vivid description of the cause could infl uence consumers' preferences and trust in the effective use of money collected by selling the product. Experiment 1 results showed that individuals prefer products associated with a vivid message of the social cause rather than products associated with a pallid message. Experiment 2 results suggested that vivid messages induce more positive affective reactions and a higher trust in the effective use of money than pallid ones. In the fi nal section, the implications of CRM for corporate social responsibility are discussed.
The aim of the present study is to verify if people’s perception of cause related marketing (CRM) strategies is influenced by the mental accounting format used to present the price of the product and the amount of money donated to the social cause. However, such an effect is conditional on the type of product used for the campaign as the mental accounting is only expected to enhance the consumers’ perception of CRM programs supported by hedonic products and not their perception of programs supported by utilitarian products. In Experiment 1, results show that only for hedonic products an integrated mental accounting induces people to perceive the CRM program more positively than a separated one. In Experiment 2, the integrated mental accounting reduces people’s guilt about the purchase of hedonic products, therefore explaining why this manipulation has a different impact on hedonic and utilitarian products
Sexual stimuli in advertising often evoke an emotional state able to shape both attitude towards the advertisement and towards the brands that interact in fostering consumers' purchase intention. These relationships can be influenced by the interaction between the gender of the respondent and the gender of the model (opposite sex effect). The present study focuses on the interaction between brand and advertising attitude and their conjoint effect on purchase intention in the light of the opposite sex effect. Results show that such effect influences the attitude towards the advertisement while it does not emerges whit reference to attitude towards the brand and purchase intention. Implications for advertising and brand management are discussed.
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