An Experimental Approach to Examine the Antecedents of Attitude, Intention, and Loyalty Towards Cause-related Marketing: The Case of India and the Philippines

Abstract

Firms utilize cause-related marketing (CRM) strategy to differentiate themselves by demonstrating their corporate responsibility efforts. However, national differences in the level of prior CRM exposure, local–global consumer values and culture can result in heterogeneity in consumer perceptions of CRM across countries. The authors reflect and examine national differences in customer attitudes, intention to participate in CRM and loyalty towards the company organizing the CRM campaign through variables like scepticism, perceived novelty, global connectedness and long-term orientation. They discuss and examine the impact of these variables on national preferences for CRM campaign variations by (a) type of company (local versus multinational) and (b) the time duration of CRM campaign (short term/long term). This research uses data from two emerging Asian countries—India and the Philippines. By diving deep into the nuances that drive consumers to participate in CRM, the research provides relevant strategies to drive CRM communication strategies that enhance consumer loyalty to the marketers of CRM campaigns of national, international and non-profit organizations.

Adherence to quarantine protocols to prevent the spread of COVID-19: the mediating effect of intrinsic and extrinsic motivations

“…This suggests that no jail time, fines or electronic bracelets, getting praise or approval from other people is immaterial to adhering to quarantine protocols. The current study underscores the utility of TPB in predicting prosocial behaviors such as supporting causerelated marketing (Pandey et al, 2020), intent to purchase green products (Bautista et al, 2020) and green behavior (Bautista, 2019).…”