The relevance of cause-related marketing to post-purchase guilt alleviation

Silva, Susana Costa e; Martins, Carla

doi:10.1007/s12208-017-0183-1

Cited by 18 publications

(31 citation statements)

References 54 publications

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“…All marketing strategies are difficult to be monitored, both in the sense of performance and return. Still, as advocated in the LR, CrM is considered as one as the easiest to measures within the social marketing types (Silva & Martins, 2017). Only one of the managers mentioned the measurement difficulties as something to be expected from a CrM campaign.…”

Section: Discussionmentioning

confidence: 99%

“…Effort expectancy covers operationalization effort and other difficulties managers may have to face when trying to implement a CrM campaign. For example, the measure of return on investment (ROI) for a CrM campaign is considered a problem by many managers when implementing such a program (Adkins, 2000), even though CrM is a simple social marketing tool to measure (Silva & Martins, 2017). Based on the above, we make the following proposition.…”

Section: Effort Expectancymentioning

confidence: 99%

“…CrM is beneficial for all agents involved since the gains that come from these type of campaigns are sizeable (Adkins, 2000), both for the company, the client and the cause, making this tool preferential in a win-win-win scenario (Kim & Lee, 2009;Silva & Martins, 2017). From the consumers' perspective, CrM is a good way to support causes (Ross, Patterson & Stutts, 1992) since it is a way for fulfilling personal needs and helping a cause that it was chosen by the company (Elving, 2013).…”

Section: Introductionmentioning

confidence: 99%

“…Nevertheless, "little research has been carried out to empirically examine the contribution of CrM to a company" (Jeong & Kim, 2020, p. 2), and those existing do not have a unanimous opinion regarding the results. Therefore, there is a need for more research concerning the confirmation of CrM as an effective marketing tool, promoting "win-win-win" for all agents involved: charities, firms, and individuals (Silva & Martins, 2017).…”

Section: Introductionmentioning

confidence: 99%

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Cause-Related Marketing: Do Managers Understand and Use This Tool?

Miranda

Silva

Duarte

et al. 2020

Management &Amp; Marketing. Challenges for the Knowledge Society

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Design - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. Purpose – Most of the research on CrM emphasizes the benefits of these campaigns for charities and donors. The purpose of this study is to decode what managers think about CrM campaigns and try to discern and understand the principal motivations, benefits, and inherent risks to implement these campaigns. Findings - Managers recognize CrM benefits mainly relating them with an increase in reputation and image of the company, making it possible to differentiate and increase its notoriety. However, the social nature of this tool is what weights in the most on the decision of managers, since they recognize that being socially responsible is a competitive factor. The greatest constraints identified have to do with the effort on the implementation of the campaign and with the consumer’s scepticism, especially in transactional campaigns. Originality - With this research we were able to realize that there is a misunderstanding between the CrM concept and purely philanthropic marketing, which can somehow inhibit managers from recognizing the potential of this tool. Regarding CrM use, the position of managers shows a clear concern about the importance of harmonizing values between the company and the cause, betting on long-term campaigns with transparent communication and investing in the process of planning, implementing, and monitoring campaigns to improve their performance. This needs to be taken into account in future assessments of CrM campaigns.

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Section: Discussionmentioning

confidence: 99%

Section: Effort Expectancymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Cause-Related Marketing: Do Managers Understand and Use This Tool?

Miranda

Silva

Duarte

et al. 2020

Management &Amp; Marketing. Challenges for the Knowledge Society

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“…Amaca yönelik pazarlama en kısa biçimde, işletmenin ürün ya da hizmetin satışından elde etmiş olduğu karın bir kısmını toplumsal ve değerli bir amaca bağış yapması olarak tanımlanmaktadır (Brink vd., 2006: 15-16). Özellikle bireylerin eylemsiz kaldıkları noktada belirginleşeceği düşünülen sosyal sorumluluk suçluluğunun (Silva ve Martins 2017), kişilerin amaca yönelik pazarlama faaliyetlerine destek olduklarında azalacağı varsayılmaktadır (Bae, 2018: 197). Bu kapsamda amaca yönelik pazarlama uygulamalarında markaların en sık başvurduğu duygulardan birinin sosyal sorumluluk suçluluğu olduğu ifade edilmektedir.…”

Section: Introductionunclassified

Amaca Yöneli̇k Pazarlama Kapsaminda Sosyal Sorumluluk Suçluluğunun Marka Sadakati̇ne Yansimasi

Dönmez

2020

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi

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Bireyler, toplum kurallarına yönelik aykırı bir davranışta bulunduklarında ya da toplumsal bir soruna kayıtsız kaldıklarında sosyal sorumluluk suçluluğu hissetmektedirler. Markalar ise sosyal sorumluluk stratejileri kapsamında gerçekleştirdikleri amaca yönelik pazarlama faaliyetleriyle toplumsal sorunlara yönelik bir katkı sağlama çabası içerisine girmektedir. Markanın mal veya hizmet satışından elde ettiği kazancın bir kısmını toplumsal bir soruna çözüm sunabilmek adına bağış yapması olarak tanımlanan amaca yönelik pazarlamanın tüketicilerde bir marka sadakati oluşturacağı düşünülmektedir. Bu varsayımdan yola çıkan bu araştırmada tüketicilerin sosyal sorumluluk suçluluğunun marka sadakatine yansımasını irdelemek amaçlanmıştır. Bunun yanı sıra araştırma çerçevesinde katılımcıların sosyal sorumluluk suçluluğu seviyeleri ile marka sadakatleri arasındaki farklılıkların sorgulanması hedeflenmiştir. Ayrıca araştırmada, katılımcıların sosyal sorumluluk suçluluğu ve sadakatleri açısından yaş, cinsiyet, gelir durumu, medeni durum ve çalışma durumu değişkenlerine göre farklılıkların sorgulanması amaçlanmıştır. Bu doğrultuda araştırmada 316 katılımcıdan yüz yüze anket tekniği ile veri toplanmıştır. Çalışma sonucunda sosyal sorumluluk suçluluğunun marka sadakati oluşumu üzerinde pozitif yönde etkisi olduğu bulgusuna erişilmiştir. Bunun yanı sıra katılımcıların sosyal sorumluluk suçluluğu seviyelerinin marka sadakati açısından farklılıklar gösterdiği görülürken; marka sadakati ve sosyal sorumluluk suçluluğunun ise cinsiyet ve gelir durumu değişkenine göre farklılık gösterdiği sonucuna erişilmiştir.

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Consumer guilt proneness scale—Assessing individual differences in responses to transgressive consumption situations

Martins,

Silva,

Radomska

et al. 2023

Psychology and Marketing

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Feeling or anticipating guilt associated with consumption situations may lead consumers to adjust their behaviors to avoid those unpleasant feelings and better conform to their personal, moral, and social standards. The experience of guilt regarding a consumption situation is influenced by both contextual factors, including marketing communications, and personal traits, namely the individual's proneness to feel guilt related to consumption. While research has examined the influence of contextual variables on guilt, the individual predisposition to feel guilt associated with consumption has received little attention. Understanding individual consumer guilt proneness can assist managers in customizing strategies to diverse guilt responses: recognizing varying susceptibility to guilt enables personalized approaches across the consumer journey, fostering empathetic managerial actions. This understanding can significantly impact consumer satisfaction, loyalty, and the success of marketing strategies. This study conceptualizes and proposes a measure of consumer guilt proneness, the individual tendency to feel guilt regarding transgressive consumption situations. To define the conceptual domain, a literature review is complemented with a qualitative study. Five dimensions corresponding to sources of guilt (health, extravagance, social influence, misevaluation, and ethics and sustainability) create the initial pool of items. Exploratory and confirmatory factor analyses corroborate the five‐factor measurement model. The final scale demonstrates adequate convergent, discriminant, and nomological validity. Finally, the instrument is cross‐culturally validated in three countries—Portugal, Poland, and Brazil—which not only strengthens the evidence of its validity and reliability but also lends credibility to its broader application in diverse cultural environments, particularly within Western cultures.

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The relevance of cause-related marketing to post-purchase guilt alleviation

Cited by 18 publications

References 54 publications

Cause-Related Marketing: Do Managers Understand and Use This Tool?

Cause-Related Marketing: Do Managers Understand and Use This Tool?

Amaca Yöneli̇k Pazarlama Kapsaminda Sosyal Sorumluluk Suçluluğunun Marka Sadakati̇ne Yansimasi

Consumer guilt proneness scale—Assessing individual differences in responses to transgressive consumption situations

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