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Antecedents and consequences of consumers’ attitudinal dispositions toward cause-related marketing in Egypt

Hadeer Hammad (Department of Marketing, The German University in Cairo, New Cairo City, Egypt)
Noha El-Bassiouny (Department of Marketing, The German University in Cairo, New Cairo City, Egypt)
Pallab Paul (Department of Marketing, University of Denver, Denver, Colorado, USA)
Kausiki Mukhopadhyay (Department of Management, University of Denver, Denver, Colorado, USA)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 2 September 2014

1372

Abstract

Purpose

The purpose of this paper is to study the usage of ethical business strategies, in particular those using the corporate social responsibility (CSR) approach, of Egyptian businesses. The authors primarily focus on one facet of CSR strategy – cause-related marketing (CRM) – which has been increasingly used by marketing practitioners in recent times.

Design/methodology/approach

In the context of Egyptian household goods business, the authors investigate the factors that motivate/hinder consumer participation in their CRM campaigns using a sample of 261 respondents in a mixed research design.

Findings

Results show that motivational attribution significantly predicts consumers’ responses toward CRM, with moral judgment playing a partial mediating role in such relationship. In addition, several variables such as altruism and religiosity among personality characteristics are found to arouse consumers’ positive motivational attribution, whereas skepticism was negatively associated with CRM responses.

Practical implications

The findings of this research have both practical and social implications for academics and practitioners alike. Successful campaigns should include the factors inducing motivational attribution, which, in turn, enhances consumers’ attitude toward a company and their purchase intentions. Personal characteristics also impact consumer responses and should be paid attention to.

Originality/value

In a world characterized by fast-changing pace of globalization, it has become critical to study an important phenomenon like CRM in the Middle East, and this original research provides insights into how effective CRM campaigns can be developed there. This will strengthen our cross-cultural understanding of the similarities and differences in consumer viewpoints between developed and developing countries.

Keywords

Citation

Hammad, H., El-Bassiouny, N., Paul, P. and Mukhopadhyay, K. (2014), "Antecedents and consequences of consumers’ attitudinal dispositions toward cause-related marketing in Egypt", Journal of Islamic Marketing, Vol. 5 No. 3, pp. 414-445. https://doi.org/10.1108/JIMA-10-2013-0076

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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