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Keeping promises in cause-related marketing campaigns: development and validation of promised impact evidence scale

Parthesh R. Shanbhag (Department of Commerce, Manipal Academy of Higher Education, Manipal, India)
Yogesh Pai P. (Department of Humanities and Management, Manipal Academy of Higher Education, Manipal, India)
Murugan Pattusamy (School of Management Studies, University of Hyderabad, Hyderabad, India)
Gururaj Kidiyoor (T A Pai Management Institute, Manipal Academy of Higher Education, Manipal, India)
Nandan Prabhu (T A Pai Management Institute, Manipal Academy of Higher Education, Manipal, India)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 29 February 2024

Issue publication date: 11 March 2024

218

Abstract

Purpose

This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether consumers respond positively when a CRM campaign promises to deliver proof of the espoused cause.

Design/methodology/approach

This study adopted the grounded theory approach to conceptualize the promised impact evidence construct. A promised impact evidence scale was developed and validated using robust qualitative and quantitative methods, including item response theory estimates.

Findings

The study provides evidence for promised impact evidence as a reflective second-order latent construct. The promised impact evidence scale demonstrates strong internal consistency, reliability and validity. In addition, this study posits that promised impact evidence is an antecedent of advertising trust, purchase intention, advertising credibility and persuasive and selling intent.

Originality/value

This study positioned the promised impact evidence scale against the theoretical underpinnings of the persuasion knowledge model. Specifically, this scale contributes to existing knowledge because it applies the persuasion knowledge model in CRM campaigns by adopting an acceptance focus, as opposed to the rejection focus used in developing persuasion knowledge model scales.

Keywords

Citation

Shanbhag, P.R., Pai P., Y., Pattusamy, M., Kidiyoor, G. and Prabhu, N. (2024), "Keeping promises in cause-related marketing campaigns: development and validation of promised impact evidence scale", Journal of Consumer Marketing, Vol. 41 No. 2, pp. 239-257. https://doi.org/10.1108/JCM-11-2022-5705

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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