Cause-Related Marketing (CRM): The Influence of Donation Proximity and Message-Framing Cues on the Less-Involved Consumer

Grau, Stacy Landreth; Folse, Judith Anne Garretson

doi:10.2753/joa0091-3367360402

Cited by 387 publications

(433 citation statements)

References 37 publications

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“…Also, research in related fields, such as that on consumer reactions to cause-related marketing (CRM) activities with varying geographical scopes, offers no conclusive evidence: past research in this area has generated mixed results, with some contributions pointing to consumers' preference for a local scope of causes (Ross et al 1990;Grau and Folse 2007;Hou et al 2008;Vanhamme et al 2012), some finding insignificant results (Ross et al 1992), and some even pointing to consumers' preference for a national over a regional scope (Cui et al 2003).…”

Section: "Most Rich Countries Are Rich Because They Are Fortunate Witmentioning

confidence: 99%

Should Charity Begin at Home? An Empirical Investigation of Consumers’ Responses to Companies’ Varying Geographic Allocations of Donation Budgets

2015

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Section: "Most Rich Countries Are Rich Because They Are Fortunate Witmentioning

confidence: 99%

Should Charity Begin at Home? An Empirical Investigation of Consumers’ Responses to Companies’ Varying Geographic Allocations of Donation Budgets

2015

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“…Bunların; cinsiyet, coğrafi yakınlık, bağış miktarı, ürün veya hizmet türü (Ross vd., 1992, Dahl ve Lavack, 1995, verilen mesajın çerçevesi (Grau ve Folse, 2007), marka bağlılığı (Chowdhury ve Khare, 2011), tüketicinin karakteri (Youn ve Kim, 2008) ve marka ile amaç arasındaki algılanan uyum (Gupta ve Pirsch, 2006) olduğu belirtilmiştir.…”

Section: Li̇teratür Taramasiunclassified

A Research on Consumer Preferences in Cause Related Marketing

Ceylan¹,

Köse²,

Aydin³

2016

Journal of Economics and Administrative Sciences

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ÖZİşletmeler satışlarını arttırmak, imajlarını geliştirmek ve aynı zamanda bir sosyal amaca destekte bulunmak için sosyal amaca yönelik pazarlamadan her geçen gün artan bir şekilde yararlanmaktadırlar. Ancak sosyal amaca yönelik pazarlamanın etkinliği ve başarısı birçok faktöre bağlıdır. Bu sebeple, bu araştırma sosyal amaca yönelik pazarlamada tüketici tepkilerinin amaç tipine, fiyat-bağış miktarına ve cinsiyete göre farklılaşıp farklılaşmadığını incelemektedir. Kolayda örneklem yardımıyla seçilen Uşak Üniversitesi'nde görev yapan 113 akademisyenden toplanan veriler, Tekrarlı Ölçüm ANOVA kullanılarak analiz edilmiştir. Araştırma sonucunda cinsiyet ve fiyat-bağış miktarının tüketicilerin satın alma niyetlerini etkilemediği görülmüştür. Ancak, tüketicilerin satın alma niyetlerinin sosyal amacın türüne ve cinsiyet * fiyat-bağış miktarının karşılıklı etkileşimine göre anlamlı bir şekilde farklılaştığı sonucuna ulaşılmıştır.Anahtar Kelimeler: Sosyal Amaca Yönelik Pazarlama, Tüketici Tercihleri, Tekrarlı Ölçüm ANOVA. Jel Sınıflandırması: M14, M3, M31. A RESEARCH ON CONSUMER PREFERENCES IN CAUSE RELATED MARKETING ABSTRACTCompanies increasingly take advantage of cause-related marketing in order to increase sales, improve their image and support causes at the same time. The effectiveness and success of cause-related marketing depends on some factors. Therefore, this research examines whether customer response to CRM differs according to cause type, price-donation amount and gender. Data collected from a convenience sample of 113 academician enrolled at Uşak University were analyzed using Repeated Measures ANOVA. The results indicate that gender and price-donation amount do not affect the purchase intention of the consumer. But it was found that the purchase intention of consumer differs significantly in the types of social causes and gender * price-donation amount interaction.

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“…Boulstridge and Carrigan (2000) found in their focus group study that their participants did not find corporate behavior important in their purchasing decisions. Consequently, it may be the case that a large number of consumers are not interested in cause marketing programs (Bhattacharya and Sen, 2003;Grau and Folse, 2007). This is not to say that all consumers disregard a company's social performance.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Untitled

2009

J of Philanthropy and Mktg

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The purpose of the study presented in this paper is to add to our understanding of the added value, both monetary and non-monetary, to a brand when supporting a cause in a cause marketing ad. The findings show that consumers do not perceive the brand to be worth more if it was shown to be supporting a cause. The study also failed to show a significant improvement in consumer brand attitudes for brands featured in cause marketing ads. However, there was an attitude improvement for the cause. Product type and consumer dispositional variables were also examined. In summary, this study calls into question the value brands derive from being paired with a cause. This study discusses productive areas of future research and managerial implications.

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Cause-Related Marketing (CRM): The Influence of Donation Proximity and Message-Framing Cues on the Less-Involved Consumer

Cited by 387 publications

References 37 publications

Should Charity Begin at Home? An Empirical Investigation of Consumers’ Responses to Companies’ Varying Geographic Allocations of Donation Budgets

Should Charity Begin at Home? An Empirical Investigation of Consumers’ Responses to Companies’ Varying Geographic Allocations of Donation Budgets

A Research on Consumer Preferences in Cause Related Marketing

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