Effect of Customers’ Attitude, Involvement on Purchase Intention: Moderating Effect of Cause Related Marketing Campaigns

Abstract

The current study considers customers’ attitude, involvement and purchase intention of hotel customers with the moderating impact of cause related marketing campaigns in the context of Bangladesh. Partial Least Square (PLS) path modeling, a variance-based technique of SEM was used in the current study as the study tool. After testing the hypothesis on 305 customers it has been found positive significant influence of both customers’ attitudes and involvement on purchase intention of hotel customers. Moreover, the current study used cause related marketing campaigns as a moderating variable between customers’ attitude and involvement on purchase intention where both the hypothesis found insignificant. Therefore, from the literature review and the findings of the analysis the current study recommends future research to look for the moderating effect of cause related marketing campaigns of other customer perceptions in the link between attitude and involvement on purchase intention.

Examining the Impact of Sports Sponsorship on Fan Attitude and Purchase Intentions towards Sponsors' Products in Professional Football: A Study of the Ghanaian Fan Base

“…The Elaboration Likelihood Model (ELM) further explains how involvement can influence customers' engagement with purchasing decisions (Müller and Christandl, 2019; Jung, Cho, and Oh, 2020). Cause-related marketing messages and social causes can have a positive impact on customers' purchase intentions, as they perceive the company's support for social causes as a positive influence (Riva et al, 2019). Fan involvement can manifest in various ways, including engagement with sponsorship messages, advertisement, and purchase decisions, along with support for social causes (Liu et al, 2022).…”

Changing Attitudes Toward Checkout Charity

“…American Express increased both revenues and stakeholder goodwill from a humble $1.7 million contribution (Silva, Wanderley, Sousa-Filho, & Lucian, 2007) to the estimated $265 million restoration effort (General Accounting Office, 1986). Given the financial and market success this customer-responsibility shift sparked, other businesses soon began similar efforts and the practice continues to spread globally (Riva, Uddin, & Rubel, 2019).…”

“…Given that Checkout Charity represents a prosocial action and customers increasingly want companies to engage in social responsibility (Riva, Uddin, & Rubel, 2019), customers may be considering the downsides but donate because they value Checkout Charity's benefits more. The amounts requested may seem meager in relation to customers' total-purchase costs or the social costs of refusing to donate may seem greater to them than the financial costs of donating (Konrath & Handy, 2018).…”