Antecedents and consequences of consumers’ attitudinal dispositions toward cause-related marketing in Egypt

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to study the usage of ethical business strategies, in particular those using the corporate social responsibility (CSR) approach, of Egyptian businesses. The authors primarily focus on one facet of CSR strategy -cause-related marketing (CRM) -which has been increasingly used by marketing practitioners in recent times. Design/methodology/approach -In the context of Egyptian household goods business, the authors investigate the factors that motivate/hinder consumer participation in their CRM campaigns using a sample of 261 respondents in a mixed research design. Findings -Results show that motivational attribution significantly predicts consumers' responses toward CRM, with moral judgment playing a partial mediating role in such relationship. In addition, several variables such as altruism and religiosity among personality characteristics are found to arouse consumers' positive motivational attribution, whereas skepticism was negatively associated with CRM responses. Practical implications -The findings of this research have both practical and social implications for academics and practitioners alike. Successful campaigns should include the factors inducing motivational attribution, which, in turn, enhances consumers' attitude toward a company and their purchase intentions. Personal characteristics also impact consumer responses and should be paid attention to. Originality/value -In a world characterized by fast-changing pace of globalization, it has become critical to study an important phenomenon like CRM in the Middle East, and this original research provides insights into how effective CRM campaigns can be developed there. This will strengthen our cross-cultural understanding of the similarities and differences in consumer viewpoints between developed and developing countries.

A Journey of Cause Related Marketing from 1988 to 2016

“…(Liu & Ko, 2014) Cross cultural studies should be done in order to identify factors influencing the attitude towards CrM in different nations. (Hammad et al, 2014) Future research must examine the consumer level of skepticism towards CrM campaigns of brands using prosocial marketing. (Nejati, Amran, & Wen, 2015) …”

“…Consumers are more concerned about social causes which are of importance to society. (Hammad, El-Bassiouny, Paul, & Mukhopadhyay, 2014) The campaign feedback, cause importance and cause proximity are factors that influence the attitude towards brand and purchase intention.…”

Pengaruh CSR perusahaan terhadap citra merek dan loyalitas merek

“…Suatu citra yang menguntungkan dan terkenal adalah aset bagi perusahaan karena citra memiliki dampak pada persepsi pelanggan (Popoli, 2011;Hammad et al, 2014;Wu & Wang, 2014). Oleh karena itu, persepsi CSR menyediakan konten yang berharga bagi citra merek.…”

“…Oleh karena itu, persepsi CSR menyediakan konten yang berharga bagi citra merek. Dengan menghubungkan merek dengan masalah etika dan sosial, ikatan dengan merek tersebut dapat diperkuat (Berry, 2000;Rust et al, 2000;Popoli, 2011;Hammad et al, 2014).…”

“…Temuan ini mendukung H1 dan hasilnya konsisten dengan temuan penelitian Vazquez et al (2002), Popoli (2011), Martinez et al (2013), Wu & Wang (2014) serta Hammad et al, (2014). Pengujian terhadap H2, CSR perusahaan merupakan faktor yang signifikan mempengaruhi citra merek emosional.…”