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The moderating role of donation-related predispositions on the effectiveness of price and product quality on cause-related marketing participation

Andrews Adugudaa Akolaa (Department of Marketing, University of Professional Studies, Accra, Ghana)
John Paul Basewe Kosiba (Department of Marketing, University of Professional Studies, Accra, Ghana)
Felix Appiah (Department of Marketing, University of Professional Studies, Accra, Ghana)
Akua Akuffo Nyanteh (Department of Marketing, University of Professional Studies, Accra, Ghana)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 24 June 2021

154

Abstract

Purpose

This study investigates the effect of product quality and price fairness on consumer cause-related marketing (CRM) participation and also the moderating role of donation-related customer predispositions (i.e. empathy and cause importance) on this relationship.

Design/methodology/approach

Data for the study were obtained from 240 respondents. A structural equation modelling approach was used in analysing the data.

Findings

Results from the analysis indicate that fair pricing and product quality affect CRM participation. The findings also provide insights into the moderation role of empathy and cause importance.

Originality/value

Prior research studied the effect of promotion on CRM participation; however, this study examines the effect of product and price. The findings offer insight into issues of research and managerial interest, offering insightful implications to the academic and practitioner communities in developing countries, respectively.

Keywords

Citation

Akolaa, A.A., Kosiba, J.P.B., Appiah, F. and Nyanteh, A.A. (2021), "The moderating role of donation-related predispositions on the effectiveness of price and product quality on cause-related marketing participation", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-09-2020-1033

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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