Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing

Chang, Chun‐Tuan; Cheng, Zhao-Hong

doi:10.1007/s10551-014-2048-4

Cited by 108 publications

(104 citation statements)

References 92 publications

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“…Among the demographic variables, gender is found be significant while age, education and income do not have an influence on attitude. Women are more likely to form a positive attitude towards CBA (Berger et at., 1999;(Moosmayer & Fuljahn, 2010 (Chang & Cheng, 2015). The interaction of consumers' self-construal and type of product (frivolous & practical), proposes that consumers having an interdependent self-construal will have more positive attitude towards practical products and independent self-construal consumers will have a positive attitude towards frivolous products (Kim & Kim, 2016).…”

Section: Determinants Of Attitude In Context Of Cbamentioning

confidence: 99%

Cause-Brand Association and Consumer Attitude: A Review

Rohit

Panda

2018

Indian Journal of Commerce &Amp; Management Studies

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Section: Determinants Of Attitude In Context Of Cbamentioning

confidence: 99%

Cause-Brand Association and Consumer Attitude: A Review

Rohit

Panda

2018

Indian Journal of Commerce &Amp; Management Studies

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“…The role of antecedents influencing the consumer skepticism in CrM campaign, in the context of products that are potentially harmful to some segment of society to examined. (Chang & Cheng, 2015) The cause related sport marketing is identified as promising research ground in CrM literature and impact of psychographic and demographic factors in the context of cause related sport marketing. (Yuksel, McDonald, & Joo, 2016) There is need to indentify antecedents for cause-related sport sponsorship and research should focus on internal marketing to enhance the perception of employees of sponsor organizations.…”

Section: Future Research Directionsmentioning

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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“…Research also indicates that increased awareness or knowledge of CRM may reduce consumer skepticism toward such initiatives (Brønn and Vrioni 2001;Singh et al 2009). Such findings provide important implications for both companies and social causes because prior work suggests that skepticism toward a CRM initiative may negatively impact consumers' purchase intentions (Anuar et al 2013;Chang and Cheng 2015;Rehmat et al 2015).…”

Section: Consumer Skepticism Toward Crmmentioning

confidence: 87%

Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth

2019

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This study explored Millennial consumers’ responses to a cause-related marketing (CRM) initiative for a sensitive social cause—lesbian, gay, bisexual, transgender and queer (LGBTQ) homeless youth. Qualitative and quantitative research methods were employed to examine the effectiveness of CRM in generating financial support for LGBTQ homeless youth. Findings revealed that self-cause congruence may be an important factor in determining Millennial consumers’ responses to a CRM initiative for LGBTQ homeless youth; whereas, message frame/appeal may be less important for generating response to such an initiative. Findings also indicated that gender, information processing, guilt, and skepticism influenced Millennial consumers’ attitudes toward brand, attitudes toward cause, and behavioral intentions toward the CRM initiative. These findings offer implications for brands/companies that may wish to engage in CRM initiative in support of sensitive social causes. By addressing a sensitive social cause—LGBTQ homeless youth—findings provide an original contribution to the CRM literature. Findings reveal that self-cause congruence is an important predictor of behavioral intention toward the LGBTQ social cause. This provides an implication for marketers who want to target their relationship-building efforts toward individuals who have demonstrated prior engagement with a social cause. Findings also have implications for brands/companies that wish to develop CRM initiatives for controversial causes.

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Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing

Cited by 108 publications

References 92 publications

Cause-Brand Association and Consumer Attitude: A Review

Cause-Brand Association and Consumer Attitude: A Review

A Journey of Cause Related Marketing from 1988 to 2016

Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth

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