DETERMINANTS AND OUTCOMES OF AN EFFECTIVE CrM CAMPAIGN: THE MEDIATING ROLE OF SK

Abstract

The study targets to determine the factors which lead to affective responses of consumers toward the Cause Related Marketing (CrM) program and its behavioral outcomes. Findings of the study show that three factors, namely the affinity of consumer with the cause, the fit between the brand and cause and finally, the perception about the donation level are three important determinants of the generation of emotional responses toward the CrM program. These emotional responses in turn affect the purchase intention of consumers and their propensity to engage into WoM activity. However, the skepticism of consumers about the real intent of the brand in engaging in such CrM programs mediates this effect. The direct and strong positive effects of affective responses towards the CrM program on both intentions to purchase and engagement into WoM activity, becomes stabilized largely when the skepticism level increases. Based on the findings of the study, some practical implications which may help to generate more effective CrM programs are provided.

Craving Loyalty: Examining the Influence of Loyalty Programs on Customer Retention in South Africa’s Fast-Food Landscape

“…Additionally, the research by Utz et al (2023) and Sözer (2019) raises skepticism about the effectiveness of loyalty programs in increasing patronage levels when customers are already attached to an organization. This skepticism gains particular relevance in the South African fast-food context, where market dynamics and consumer behaviors may diverge from global trends.…”