Cause-related marketing, brand loyalty and corporate social responsibility: A cross-country analysis of Italian and Japanese consumers
International Marketing Review
ISSN: 0265-1335
Article publication date: 5 November 2019
Issue publication date: 28 August 2020
Abstract
Purpose
The purpose of this paper is to investigate consumer’s attitude towards cause-related marketing (CRM). In detail, it aims to assess the relationship between CRM and consumer’s brand loyalty, and whether this relationship is moderated by consumer’s perception of corporate social behaviours. Moreover, the research looks for differences in the above relationship on two samples of consumers born and living in different countries and therefore with different cultural backgrounds.
Design/methodology/approach
The research adopts a quantitative methodology using a survey conducted among Italian and Japanese consumers. Ordinary least square regressions models are developed to test the hypotheses.
Findings
The findings of this paper indicate a positive relationship between the consumers’ perception of CRM and their brand loyalty perception, regardless the country of origin. Accordingly, the authors found a similar pattern of CRM perception among Italian and Japanese consumers. In addition, the authors found that CRM and the consumers’ perception of corporate social behaviours are not complementary, in the sense their joint effect does not affect consumer’s brand loyalty.
Originality/value
This is one of the first studies addressing the issue concerning the CRM perception of people with in different cultures. In this regard, this study suggests that CRM impacts on brand loyalty regardless the country of origin (Italy and Japan), and consumers’ characteristics such as age, gender, background. In addition, the study indicates that the perceived corporate social responsibility does not increase the effect of CRM on brand loyalty.
Keywords
Citation
Santoro, G., Bresciani, S., Bertoldi, B. and Liu, Y. (2020), "Cause-related marketing, brand loyalty and corporate social responsibility: A cross-country analysis of Italian and Japanese consumers", International Marketing Review, Vol. 37 No. 4, pp. 773-791. https://doi.org/10.1108/IMR-11-2018-0310
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited