The impact of the macro-environment on consumer scepticism towards cause-related marketing

Priporas, Constantinos‐Vasilios; Kamenidou, Irene; Nguyen, N.D.; Shams, S. M. Riad

doi:10.1108/imr-04-2019-0124

Cited by 10 publications

(8 citation statements)

References 104 publications

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“…Familiarity with the cause increases their identification with that cause and influences their attitudes toward it (Duarte and Silva, 2020). When combined with cause–brand fit, consumers form more favorable attitudes toward a brand, thus increasing their willingness to support the cause, while offsetting eventual feelings of skepticism or hostility in the context of a global health crisis (Priporas et al. , 2020).…”

Section: Discussionmentioning

confidence: 99%

When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic

Vessal

Partouche

Khelladi

et al. 2023

IMR

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PurposeBuilding on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the effects of cause familiarity on individuals' attitudes toward a brand and how cause–brand fit mediates this relationship. Furthermore, this study explores how perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand.Design/methodology/approachA quantitative research design was adopted. Data collection was performed through snowball sampling of French and Turkish participants (N = 455). The collected data were then analyzed using the PROCESS macro for SPSS.FindingsThe results reveal a significant effect of cause familiarity on attitude toward the brand, wherein one's attitude toward fit in a cause–brand alliance serves as a mediator in this relationship. The results also indicate that perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand. However, when it comes to facing a global pandemic, culture has no significant effect on consumers' perceptions and attitudes toward cause–brand alliances.Originality/valueThis research investigates the enhancement of attitudes toward a brand through an alliance with a familiar cause and explains this relationship via attitudes toward fit in such an alliance. Moreover, it provides novel insights into perceived betrayal as a variable that can lead to a more pronounced relationship between attitude toward fit and attitude toward a brand.

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Section: Discussionmentioning

confidence: 99%

When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic

Vessal

Partouche

Khelladi

et al. 2023

IMR

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“…From the discussion thus far it is seen, in India-retail evolvement, consumerism is triggered by socio-demographic dynamics (Dutta et al, 2016;Rathi et al, 2017), with researchers (Jin and Son, 2013;Kumar and Kapoor, 2015;Prashar et al, 2017) suggesting regional variations in shopping behavior that require identifying store-attributes and sociogeo-demographics that influence store choice in F&G segment (which accounts for 66% of total retail revenue). Moreover, such a study would help marketers gain knowledge on store-attributes that attract consumers, workout effective communication-promotion strategies that facilitate customer satisfaction, patronage-intention (Nair, 2018a) and customer-retention through CRM strategies that help cementing long-term relationships (Shams, 2016a, b;Rahimi et al, 2017;Priporas et al, 2020). Going by this, the current study proposes to assess whether significant differences exist in the way socio-geo-demographics and shopping pattern influence store-attributes, affecting F&G shopping.…”

Section: Store-attributes: Developed Vs Emerging Marketsmentioning

confidence: 99%

Impact of store-attributes on food and grocery shopping behavior: insights from an emerging market context

Nair¹,

Shams

2020

EMJB

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PurposeIn recent years, while the food and grocery retail in developed markets like Western Europe seem to be slowly facing saturation, it has been steadily growing in the Asia–Pacific region markets like India. This is mainly due to the emergence of modern retail and the changing consumer dynamics. This study purposes to assesses whether food and grocery (F&G) shoppers in India are strongly influenced by store-attributes.Design/methodology/approachDescriptive research design, a cross-sectional survey involving 346 respondents (households) from metropolitan Bengaluru, participated in the study. Data is analyzed with SPSS 21, involving descriptive analysis, 1-way Anova, and confirmatory factor analysis (CFA), which appears useful to confirm the theoretical structure used for the study.FindingsStore-attributes – atmosphere, promotion, convenience, facilities, merchandise, store personnel interaction and services affect F&G store choice decisions. Additionally, significant difference is found in the way respondents perceive the sub-constructs of store-attributes, based on age.Practical implicationsThe study contributes to the theoretical knowledge on store-attributes and dynamic socio-demographic influences on store choices. It has managerial implications to encourage global retailers use knowledge on store-attributes influences to initiate effective communication and promotion strategies and work at customer relationship management (CRM) that earn profitably in the long run.Originality/valueToday, connected consumers seek shopping experiences that blend physical stores-attributes with other retail formats offerings. This research paper provides insights on shopper expectations of store-attributes, which could be used by global retailers to create delightful shopping experiences and to build CRM, especially when “experience per square foot” is used to measure the retailer's performance.

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“…This product has more value in terms of self-esteem, because someone who uses the product is considered to adhere to environmentally conscious behavior that is better than others. Thus, consumers who use environmentally friendly products will feel an increase in self-confidence [14] [15] [16].…”

Section: Introductionmentioning

confidence: 99%

Effect of Consumer Skepticism on Consumer Intention in Purchasing Green Product

Bursan

Wiryawan

Jimad

et al. 2022

IOP Conf. Ser.: Earth Environ. Sci.

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The image of environmentally friendly products is often seen as bad, consumer doubt that environmentally friendly products are really made with environmentally friendly raw materials. This attitude is known as consumer skepticism (doubt) towards products with an environmentally friendly label. Consumer skepticism occurs because product advertisements contain confusing information as well as consumer insecurity about the raw material for products that the company claims are environmentally friendly. The aims of this study aims to determine the effect of consumer skepticism on green purchase intention. This study uses a theoretical approach to consumer behavior control and attitude, perceived value and environmental consciousness associated with consumer intentions to buy green products in Bandar Lampung. The study was conducted on April until June 2020. The sample in this research were consumers who had been buying green product. The research sample was calculated using the Lemeshow method, with a margin of error of 5%, the minimum number of samples was 236 samples. The analysis tool used is regression model. The results of this study are the reduction of consumer skepticism about the intention to buy due to the use of social media to promote green products. Meanwhile, the influence of consumer value perceptions and environmental awareness will increase on the purchase intention of green products. The implication of this research is that companies must pay attention to communication about green products that are produced so as to reduce consumer doubt. Another impact if consumers consume green products will lead to environmentally friendly perceptions and attitudes.

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The impact of the macro-environment on consumer scepticism towards cause-related marketing

Cited by 10 publications

References 104 publications

When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic

When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic

Impact of store-attributes on food and grocery shopping behavior: insights from an emerging market context

Effect of Consumer Skepticism on Consumer Intention in Purchasing Green Product

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