Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention

Patel, Jayesh D.; Gadhavi, Dharmesh D.; Shukla, Yupal

doi:10.1007/s12208-016-0151-1

Cited by 126 publications

(116 citation statements)

References 56 publications

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“…Gupta and Pirsch [16] also stressed that when consumers perceive that a brand has an altruistic motivation to link with a social cause, their desire to support the social cause becomes much stronger, and this, in turn, allows for the consumers to assume positive attitude regarding the sponsoring brand. Collectively, it seems that consumers' embedded altruism moderates the effects of CRM on attitude and purchase intention [16,38]. Thus, based on the previous studies, we proposed the following hypothesis (see also Figure 1 for the research model):…”

Section: Moderating Effects Of Altruismmentioning

confidence: 85%

“…Particularly, prior research on consumer behavior has revealed that attitude is a crucial part of marketing practice, because how consumers assess products is significantly associated with what consumers will purchase in the marketplace [36]. More importantly, the majority of the cause-related marketing research constructed consumer attitude as an important predictor of purchase intention [11,37,38]. For example, Kim et al [11] reported that professional sport fans' attitude regarding a team had a significantly positive impact on re-attendance intention and the complete mediating role between sport fans' perceptions of CRM and re-attendance intention.…”

Section: Cause-related Marketing and Its Consequencesmentioning

confidence: 99%

“…In the context of cause-related marketing, altruism is considered a key factor in encouraging consumers to support social causes and to become socially responsible society members [40]. Given this, Patel et al [38] found that, when consumers have a positive attitude regarding a brand that realizes CRM, they show high purchase intention related to the brand, and the link between brand attitude and purchase intention becomes stronger if the consumers are more involved with the cause. Gupta and Pirsch [16] also stressed that when consumers perceive that a brand has an altruistic motivation to link with a social cause, their desire to support the social cause becomes much stronger, and this, in turn, allows for the consumers to assume positive attitude regarding the sponsoring brand.…”

Section: Moderating Effects Of Altruismmentioning

confidence: 99%

See 2 more Smart Citations

Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

et al. 2020

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Cause-related marketing (CRM) has been a crucial concept of sport marketing literature in the professional sport context. However, there is little evidence available to address the effectiveness of CRM when the levels of sport fans' embedded psychological characteristics helping others are considered. The present study aimed to investigate the influence of sport fans' perceived CRM motive of a sport team on fan attitude and purchase intention for the team-licensed products, and the moderating effects of sport fans' altruism on the relationships among these variables in the context of the Korean professional baseball league. A total of 164 Korean baseball fans participated in the present study. Results revealed that sport fans' perceived CRM motive significantly affected fan attitude and purchase intention for the team-licensed products, and fan attitude also had a significant impact on purchase intention. Moreover, sport fans' altruism had significant moderating effects on the relationships between perceived CRM motive and purchase intention, as well as team attitude and purchase intention for the team-licensed products. Consequently, the present study might demonstrate that professional sport fans with high altruism are more likely than fans with low altruism to evaluate the motive of a team's CRM campaign as cause-oriented and show their support for the campaign.

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Section: Moderating Effects Of Altruismmentioning

confidence: 85%

Section: Cause-related Marketing and Its Consequencesmentioning

confidence: 99%

Section: Moderating Effects Of Altruismmentioning

confidence: 99%

See 1 more Smart Citation

Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

et al. 2020

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“…In a different study on health communications (Nan, ), the author established that under conditions of high involvement and high skepticism, consumer thoughts regarding persuasion tactic of the firms was more prominent compared with conditions when involvement was low and skepticism was low. In an Indian study pertaining to cause marketing, (Patel, Gadhavi, & Shukla, ), the authors found that consumer involvement with the cause influenced attitudes and purchase intentions whereas skepticism did not. From the findings of the above studies and to examine how consumer attribution of firm's motive is influenced by skepticism, we propose the following hypothesis.Hypothesis (H5): Consumer attribution of firm's motive is positive when skepticism towards cause‐marketing claim is low and when consumer involvement with the cause is high.…”

Section: Discussionmentioning

confidence: 99%

Evaluating cause‐marketing campaigns in the Indian corporate landscape: The role of consumer skepticism and consumer attributions of firm's motive

Ratnakaran

Edward

2019

J of Philanthropy and Mktg

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More and more business organizations are engaging in social initiatives to make a positive contribution to society. Cause marketing, such as CSR, is one of the many ways that firms can manifest social responsibility by pitching‐in where government solutions are few or takes time in implementation, and it is the only type that calls for consumer participation. Because customer participation is imperative for the success of the campaign, it must be designed to connect with consumers while also making them feel that corporate efforts are authentic and truly helping the cause and not exploitative of the social cause. Using fictitious brand, cause‐marketing campaigns were designed, and two studies were conducted to analyze the relationship between cause involvement, consumer attributions on firm's motive, and consumer attitudes towards cause campaigns, and if and how the relationship differs when consumer skepticism towards cause claims existed. Multivariate analysis performed for hypotheses testing suggests that cause involvement influenced campaign attitudes and the relationship was mediated by consumer attributions of firm's motive, and consumer skepticism towards cause campaigns affected the relationship.

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“…The impact of attitude on purchase intentions has been extensively studied in the past and researchers have utilized different methodologies to analyze this relationship (Afroz et al, 2015;Ansari & Riasi, 2016;Patel et al, 2016). The approach used in research the influence attitudes and intentions of customers is the Theory of Planned Behavior developed by Ajzen (2001) by adding the perceived behavioral control as a determinant of behavioral intention.…”

Section: Research Framework and Hypothesesmentioning

confidence: 99%

Whose Choice Is It? The Role of Attitude in Determining Customer’s Intention to Use the Courier

Setiyawati

Haryanto

Haryono

2016

ASS

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Numerous researchers have centered their attention on attitude towards an intention to use services, but only a few have focused on attitude towards customer's intention to use the courier. This paper aims to better understand the product quality, price reasonableness as well as brand image that influence the attitude, and lastly the role of attitude as a mediator towards consumer's intention to use a courier in Indonesia.A total of 100 questionnarires were obtained from customers through random sampling. Using an Ordinary Least Squares (OLS) approach which was intended to test the hypotheses; with a significance level p ≤ 0.05. The findings show that product quality, and brand image are influencing the attitude of courier usage. The different results indicated that price reasonableness does not influence the attitude of courier usage, whereas the attitude ables to act as mediator to product quality, price reasonableness, and brand image towards the intention to use a courier.Concerning intention to use the courier, our findings support an attitude dimensions that represents a commitment to improving a product quality standard and positive perception of the brand image. The evidence is also found for the multidimensional attitude model of attitudes: that attitude predicted by the product quality has followed by an adoption common standard. Moreover, our results state that the brand image is stronger predictors of attitude than product quality and moreover price reasonableness that the dimensions of attitude toward a differential impact on intention to use a courier, with affective attitude appearing are more strongly related to intention. In summary, this study suggests that it is considerably more likely that attitudes will be closely related to actions. There's a need for future studies to extend the model of this research by adding other independent variables that are able to describe consumer demand.

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Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention

Cited by 126 publications

References 56 publications

Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

Evaluating cause‐marketing campaigns in the Indian corporate landscape: The role of consumer skepticism and consumer attributions of firm's motive

Whose Choice Is It? The Role of Attitude in Determining Customer’s Intention to Use the Courier

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