Refining the relation between cause-related marketing and consumers purchase intentions: A cross-country analysis

Alberto Ferraris (Department of Management, University of Turin, Turin, Italy) (Graduate School of Economics and Management, Ural Federal University, Yekaterinburg, Russian Federation)
Manlio Del Giudice (Management, Economics and Local Development Research Center, Link Campus University, Rome, Italy) (Department of Management and Strategy, PSB Paris School of Business, Paris, France)
Balakrishna Grandhi (S P Jain School of Global Management, Dubai, United Arab Emirates)
Valentina Cillo (Department for Research, Link Campus University, Rome, Italy)

International Marketing Review

ISSN: 0265-1335

Publication date: 6 August 2019

Abstract

Purpose

Cause-related marketing (CRM) is an ever growing marketing strategy developed by companies that may result in a win-win-win strategy for business, non-profit organizations and society. However, the specific relationship between CRM and consumers purchase intentions (PI) has been analyzed in a fragmented way within the mainstream literature. Grounding on this, the purpose of this paper is to give a more comprehensive and fine grained view of this phenomenon, testing the effect of several moderators on the relationships between CRM and consumers PI in two different countries.

Design/methodology/approach

The sample consists of 234 Italian (individualistic culture) and 164 Brazilian (collectivist culture) consumers surveyed online. Ordinary least squares analysis has been carried out in order to test the moderator effects hypothesized.

Findings

Regarding Italian respondents, the author found positive evidence for moderator effects of the perception of CRM goal achievement (GA), brand-fit (BF) and gender. On the contrary, the author did not find a significant moderator effect of brand-use, while the author found it significant but negative for Brazilian respondents. Moreover, the author found that the perception of CRM GA does not moderate the aforementioned relationship for Brazilians while BF and gender still have positive effects.

Originality/value

A more fine grained picture of the CRM–PI relationships have been provided through the empirical test of several moderators, finding different effects in individualistic (Italians) and collectivist culture (Brazilians), thus deriving interesting implications in the international marketing field of research.

Keywords

Citation

Ferraris, A., Giudice, M.D., Grandhi, B. and Cillo, V. (2019), "Refining the relation between cause-related marketing and consumers purchase intentions: A cross-country analysis", International Marketing Review, Vol. 37 No. 4, pp. 651-669. https://doi.org/10.1108/IMR-11-2018-0322

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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