The Role of Choice in Cause-related Marketing – investigating the Underlying Mechanisms of Cause and Product Involvement

Lucke, Sabrina; Heinze, Jörg

doi:10.1016/j.sbspro.2015.11.466

Cited by 13 publications

(7 citation statements)

References 26 publications

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“…However, research on the role of product involvement in a CAREM is scant. This study was conducted in response to calls to specifically investigate the role of product involvement and its influence on purchase intention and several other desirable CRM campaign outcomes (Robinson et al, 2012 ; Lucke & Heinze, 2015 ).…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

“…Several studies investigated the relationship between product involvement and positive outcomes such as purchase intention, cognitive attitude toward the offer, and affective attitude toward the offer. Lucke and Heinze ( 2015 ), for instance, found that the purchase intention of a CRM-linked product is strongly influenced by product involvement, whilst Nagar ( 2015 ) also observed that higher levels of product involvement led to a stronger effect on brand image. Pérez and García de los Salmones ( 2018 ) found that consumers’ perceptions of functional utilities of fair-trade products significantly and positively affect their attitudes toward and their buying intentions of fair-trade products.…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

“…Further hypotheses were thus formulated to observe the interaction when the effect of one structural element variable depends on the level of another. Given their study’s findings and the impact of product involvement on CAREM outcomes, Lucke and Heinze ( 2015 , p. 652) suggest that future studies are warranted to “decode further elements that explain purchase intention for donation-linked products.” This led to the formulation of the following hypothesis:…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

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The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention

Terblanché

Boshoff

Eck

2022

Int Rev Public Nonprofit Mark

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This study explored middle- to high income consumers’ awareness and opinions of cause-related marketing and the influences of selected campaign structural elements on consumers’ responses. The study was conducted using qualitative focus groups and a quantitative 2 × 2 × 2 × 2 factorial experiment. A communications approach was adopted to investigate consumer responses to the cause-related marketing communicated campaign itself with education as the beneficiary. The qualitative research revealed that South African consumers are positively disposed toward cause-related marketing in an educational context and that they prefer positive, prosocial campaign messaging. The experiment confirmed that campaign structural elements exert significant independent and interactive influences on consumer intentions, attitudes, and perceptions. A low-involvement product, a specific donation recipient, and a high magnitude actual amount donation were found to have the most significant impact on consumer responses.

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Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

See 1 more Smart Citation

The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention

Terblanché

Boshoff

Eck

2022

Int Rev Public Nonprofit Mark

View full text Add to dashboard Cite

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“…Lucke & Heinze 2015 found that consumer intention towards purchase is under the influenced on larger scale by product involvement which is also highly affected by preference and consumer"s cause involvement. Further explore that customer responded positively when the assigned cause is important for them and less responded when selected cause is less important for them [51].…”

Section: Cause Involvementmentioning

confidence: 99%

Point of Time and Effectiveness of Cause-Related Marketing: Strike While the Iron is Hot

Faraz

Niazi

Zafar

2020

Int. j. eng. manag. res.

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“Cause” is the word of positive-valence stimuli and increasing the like-hood intend to be a pair with it. Linking of consumer purchase with social cause is common and in rising trend. It’s a favorable tool of an organization to engage consumer and make his emotional attachment in charitable cause and increase sales volume. Previous Cause Related Marketing (CrM) literature has examined the CrM in term of consumer or in term of brand or purchase, we could not find any study which is investigating the mediating role of specific time between CrM and attitudes of consumers towards brand, ad, offer and cause involvement. Present study examines the best use of CrM according to time in beverages industry on soft drink on a holy occasion of Muslims (i.e. Ramazan). An already established questioner was used for collection of data. Mall intercept convenience technique is use to gather data. It’s a multiple group analysis study, data was collected two times, once during event and once after the event, sample size was remain same both times. Morgan’s formula is used to select the size of samples. Results of study show that CrM has influence on customer attitude which was being measured in three types, furthermore these attitudes has positively influence individual’s intention to buy a specific brand in a specific time period. This study will be provided a best use of CrM campaign according to time. Research will also direct the marketers to use of CrM on a specific time to tackle their customer’s attitude.

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“…Present only in cases involving a product, these include motivations related to product purchasing (need‐satisfaction), specific types of products (especially hedonic or utilitarian), or brands (brand images, brand personalities, the congruence between personalities of a brand and a consumer, etc.) and the level of product involvement in general (Lucke & Heinze, ).…”

Section: Literature Reviewmentioning

confidence: 99%

Donation to charity and purchase of cause‐related products: The influence of existential guilt and experience

Urbonavičius

Adomavičiūtė

Urbutyte

et al. 2019

J of Consumer Behaviour

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Charity donation is an important prosocial behaviour that is often generated/strengthened by emotional stimuli from advertising. A similar strategy is often used to trigger the purchase of cause‐related products. The two activities represent direct and indirect methods of financial support and are important topics for researchers and practitioners. Charity donation and purchase of cause‐related products are typically investigated on the basis of different theoretical backgrounds; therefore, they are almost never directly compared with each other. However, the two share some similarities from the perspectives of the donor/buyer and the donation recipient. This article aims to analyse how direct and indirect donation behaviours are influenced by the same emotional stimulus (existential guilt generated by a visual advertisement). In parallel, this article examines the possible moderation effect of similar past behaviours. The study is performed by surveying 374 respondents in Lithuania. Results confirmed that the same emotion (existential guilt) had a direct positive impact on the intention towards both studied behaviours. However, the moderation effect of experience was observed only in the relationship between existential guilt and the intention to donate to charity, signalling the difference in its influence on the two behaviours. These findings enrich the knowledge of the similarities and differences between direct (donating to charity) and indirect (purchasing cause‐related products) donation behaviours. Additionally, it fills in the knowledge gap regarding the relation between the intentions of prosocial behaviours and existential guilt as an advertising appeal.

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The Role of Choice in Cause-related Marketing – investigating the Underlying Mechanisms of Cause and Product Involvement

Cited by 13 publications

References 26 publications

The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention

The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention

Point of Time and Effectiveness of Cause-Related Marketing: Strike While the Iron is Hot

Donation to charity and purchase of cause‐related products: The influence of existential guilt and experience

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