The Moderating Influence of Consumers' Temporal Orientation on the Framing of Societal Needs and Corporate Responses in Cause-Related Marketing Campaigns

Tangari, Andrea Heintz; Folse, Judith Anne Garretson; Burton, Scot; Kees, Jeremy

doi:10.2753/joa0091-3367390203

Cited by 97 publications

(52 citation statements)

References 34 publications

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“…However, some customers intend to buy some products for cause-related reasons, they are willing to buy some accredited products and brands. This result explains the positive effect of credibility on cause-related marketing which is similar to that of Tangari et al (2010) study, which showed that consumers' temporal orientation (present or future) moderates the influence of the temporal framing within the ad (either proximal or distal) for a C-RM campaign on attitudes and purchase intentions.…”

Section: Hypotheses Testingsupporting

confidence: 75%

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

Al-Dmour

Al-Madani

Alansari

et al. 2016

IJMS

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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.

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Section: Hypotheses Testingsupporting

confidence: 75%

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

Al-Dmour

Al-Madani

Alansari

et al. 2016

IJMS

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“…Past research has explored a number of variables that contribute to the effectiveness of CRM, for example message framing (Grau and Folse 2007), donation size and type (Folse, Niedrich, and Grau 2010;Hyllegard et al 2011), type of cause (Ellen, Mohr, and Webb 2000;Harben and Forsythe 2011), temporal dimensions of the campaign (Tangari et al 2010), perceived compatibility between the brand and cause (Gupta and Pirsch 2006), perceived firm motivation (Barone, Norman, and Miyazaki 2007), product type (Strahilevitz and Myers 1998), brand involvement (Chowdhury and Khare 2011) and personal characteristics of the consumer (Youn and Kim 2008). This body of work provides evidence that under certain conditions, CRM is favorably regarded by the consumer and can offer a range of benefits including positive associations for the firm (Folse, Niedrich, and Grau 2010), enhanced brand attitude (Lafferty and Goldsmith 2005) and switching behavior and purchase intention (Lafferty, Goldsmith, and Hult 2004).…”

Section: Introductionmentioning

confidence: 99%

Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion

Westberg

Pope

2012

Journal of Marketing Communications

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“…11, No. 11;(Tangari, Folse, Burton, & Kees, 2010 The organizations should expand their efforts in creating a positive attitude towards CrM campaigns for benefits of brand and consumer participation. (Folse, Niedrich, & Grau, 2010) The larger donation size of CrM campaign will help the consumer understand the altruistic motives of organizations and if the purchase quantity is higher than expected, a negative attitude results towards CrM campaigns.…”

Section: Consumer Attitude and Behaviormentioning

confidence: 99%

A Journey of Cause Related Marketing from 1988 to 2016

Natarajan

Balasubramaniam

Jublee

2016

IJBM

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Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988. Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.

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The Moderating Influence of Consumers' Temporal Orientation on the Framing of Societal Needs and Corporate Responses in Cause-Related Marketing Campaigns

Cited by 97 publications

References 34 publications

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

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

Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion

A Journey of Cause Related Marketing from 1988 to 2016

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