Factors Affecting the Effectiveness of Cause-Related Marketing Campaign: Moderating Effect of Sponsor-Cause Congruence

Abstract

This study aimed at identifying the factors affecting cause-related marketing and the moderating effect of sponsor congruence. Data were collected using a self-administrated questionnaire from 500 Jordanians' consumers from Amman/Jordan. Results of the study showed that there is a positive effect of statistical significance of cause-fit on Jordanian customer's brand credibility. Contrary to our expectations, the results showed that there is no statistical significant effect of altruistic attribution on Jordanian customer's brand credibility. The results also showed that there is a positive statistical significant effect of brand credibility of Jordanian customers on cause-related marketing. In addition, it was found that there exists a positive effect of statistical significance of brand credibility of Jordanian customer on cause-related marketing due to sponsor-cause congruence. The current study recommends the necessity of spreading the awareness of cause-related marketing and its benefits to the society. It is also necessary for decision makers in business organizations to concentrate on the fitness of the cause during marketing for some kind of product.

The effect of promotional mix on hotel performance during the political crisis in the Middle East

“…Several marketing studies pointed out the importance of recognizing the consumers’ needs and demands through the process of marketing communication to provide them with the appropriate goods and services (Al-Dmour et al , 2016; Alalwan et al , 2016); it also helps in recommending distinguished and diverse products (Bahri-Ammari and Nusair, 2015; Jeong and Lee, 2017) and identifying the most effective and efficient marketing communication methods that may influence the consumer’s behaviors and purchase decisions (Erdem and Jiang, 2016; Chen et al , 2011). Promotion is one of the most important elements in the process of marketing communication and the direct communication factor with consumers (Waterschoot and Van den Bulte, 1992).…”

Co-branding strategy in cause-related advertising: the fit between brand and cause

“…This study focuses on consumer perceptions when announcing agreements between brands and causes, and explores how strategic fit operates, including its influence on consumers (Al-Dmour et al, 2016). From a managerial viewpoint, it is important to determine whether strategic adjustment represents an opportunity, and if so, how its effects can be enhanced.…”

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

“…And the main objectives can be to boost up the sales, to make the customers interested to donate for a cause and to enhance the reputation or images of the corporations or the brands (Hoek & Gendall, 2008). Primarily the researchers tried to find out the customers' responses toward CrM and the main focus was to understand what is CrM campaign, how the CrM campaign or the element of CrM campaign can affect attitudes and purchase intention (Al-Dmour, Al-Madani, Alansari, Tarhini, & Al-Dmour, 2016). The messages that are used to promote the causes and the CrM initiative have importance on customers' responses.…”