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1 – 10 of over 111000Shinhye Kim, Melanie Bowen and Xiaohan Wen
The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related…
Abstract
Purpose
The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related marketing; to contrast the effectiveness of YSWD and sales-based cause-related marketing campaigns and provide an explanation for the differences in the effectiveness; to explore boundary conditions of the proposed differences.
Design/methodology/approach
Three experiments were conducted to empirically test the differential effect of campaign formats (i.e. YSWD vs sales-based cause-related marketing), the underlying mechanism and structural as well as contextual features moderating the differential effect.
Findings
The findings suggest that YSWD messages elicit consumers’ message-sharing intentions more than traditional cause-related marketing messages. The effect is explained by consumers’ sense of empowerment and can be enhanced through donation cap non-specification. The findings further indicate that YSWD campaigns are especially fruitful in low power distance cultures.
Research limitations/implications
This study contributes toward corporate donation campaign literature by focusing on the usage of social media.
Practical implications
From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.
Originality/value
This paper extends cause-related marketing literature by not only introducing the phenomenon of YSWD campaigns to the literature but also exploring strategies to enhance the effectiveness of such campaigns and shedding light on an outcome beyond the sales impact of cause-related marketing campaigns, i.e. an increase of visibility in social media. From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.
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Cause-related B2B marketing programs involve sponsoring organisations working with B2B suppliers with the help of non-profit organisations (NPOs) on practises relating to…
Abstract
Purpose
Cause-related B2B marketing programs involve sponsoring organisations working with B2B suppliers with the help of non-profit organisations (NPOs) on practises relating to environmental friendliness, workforce diversity, human rights, safety, philanthropy and business ethics. The study aims to identify the combinatory factors driving the adoption of Digital B2B platforms for managing cause-related B2B marketing programs.
Design/methodology/approach
The study adopts an innovative approach of fuzzy-set qualitative comparative analysis (fsQCA) on data collated from top corporations in India supporting cause-related B2B marketing programs. Sponsoring organisations and NPO dyads (i.e. survey both) filled out an email survey on 264 cause-related B2B marketing programs.
Findings
The study establishes that the combination of technological, organisational and environmental factors would lead to the adoption of Digital B2B platforms in managing cause-related B2B marketing programs. The study identifies six combinations of these factors for adopting Digital B2B platforms within and across sponsoring organisations and NPOs.
Practical implications
The study findings would aid cause-related B2B marketers in developing Digital B2B platforms’ capabilities by understanding the different combinations of factors driving adoption. Digital B2B platforms’ capabilities can improve market performance if developed as core competencies.
Social implications
The study findings would enable improvements in the implementation and performance of cause-related B2B marketing programs. Better management of cause-related B2B marketing programs would help increase beneficiary coverage and the realisation of societal goals.
Originality/value
To the author’s knowledge, this is the first study to apply the TOE framework in conjunction with complexity theory to explain the diffusion of adoption of Digital B2B platforms for managing cause-related B2B marketing programs.
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Dominyka Venciute, Migle Kazukauskaite, Ricardo Fontes Correia, Marius Kuslys and Evaldas Vaiciukynas
The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors…
Abstract
Purpose
The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing.
Design/methodology/approach
A cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire.
Findings
The research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption.
Research limitations/implications
The implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products.
Practical implications
Before promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions.
Originality/value
The study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.
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Nianqi Deng, Xinyu Jiang and Xiaojun Fan
Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study…
Abstract
Purpose
Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.
Design/methodology/approach
Data were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.
Findings
The three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.
Practical implications
The findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.
Originality/value
This study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.
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Aïda Mimouni Chaabane and Béatrice Parguel
Cause-related marketing – linking product sales with donations to a cause – are popular with consumers because they produce warm-glow feelings (the positive route). But when they…
Abstract
Purpose
Cause-related marketing – linking product sales with donations to a cause – are popular with consumers because they produce warm-glow feelings (the positive route). But when they involve large donations, they may trigger consumer scepticism, reducing the warm glow (the negative route). Drawing on the elaboration likelihood model, the purpose of this paper is to examine whether large donations in cause-related marketing can produce consumer scepticism and reduce the warm-glow effect and positive attitude towards the retailer.
Design/methodology/approach
An experiment varying the donation size (large, medium, small) in a cause-related marketing offer run by an office equipment retailer is set up. Hypotheses are tested using bootstrapping regression analyses.
Findings
The negative route has the greater effect: scepticism towards the offer mediates the relationship between donation size and the warm glow. Furthermore, scepticism towards a large donation is higher (lower) for respondents scoring low (high) on altruism and high (low) on familiarity with cause-related marketing.
Practical implications
When using cause-related marketing, retailers should choose their features and target audience carefully in order to reduce scepticism, e.g., small donations should be offered in promotions targeting consumers who are familiar with cause-related marketing and show low altruism.
Originality/value
This study contributes to the recent research examining the negative effects of cause-related marketing by explicitly conceptualising and measuring scepticism towards cause-related marketing. The findings are also valuable because they indicate the importance of a shift in focus, away from the conventional question of cause-related marketing effectiveness to the more specific and under-investigated problem of the appropriate core target consumers.
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Cause‐related marketing activities are increasingly becoming a meaningful part of corporate marketing plans. This paper aims to examine the relationship between the company, cause…
Abstract
Purpose
Cause‐related marketing activities are increasingly becoming a meaningful part of corporate marketing plans. This paper aims to examine the relationship between the company, cause and customer, and how fit between these three groups influences consumer response via generating a positive attitude toward the company‐cause alliance and purchase intent for the sponsored product.
Design/methodology/approach
Two studies are carried out, first among students and second among consumers.
Findings
Two studies (study 1=232 students, study 2=531 consumers) demonstrate that company‐cause fit improves attitude toward the company‐cause alliance and increases purchase intent. Additionally, this effect is enhanced under conditions of customer‐company and customer‐cause congruence, and the consumer's overall attitude toward the sponsoring company. Skepticism about the company's motivation for participating in a cause‐related marketing initiative was not relevant to consumer purchase decisions.
Research limitations/implications
Results from these studies suggest that consumers may in fact make two different assessments of the sponsoring company in a cause‐related marketing campaign. One assessment may be more cognitive where the consumer compares his or her own identity to that of the company: “Is this company like me? Are our identities alike?” The second assessment is more affective or emotional: “Do I like this company? Do I feel positively about this company?” The strength of the consumer sample suggests that when building a cause‐related marketing program, marketing managers should select a cause that makes sense to the consumer to be a partner in the alliance, build a general positive feeling toward their brand, and limit any self‐serving promotion of the cause‐related marketing alliance to the target consumer population.
Originality/value
The paper provides useful information on the relationship between the company, cause and customer, and how the fit between these three groups influences consumer response.
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Tony Lachowetz and James Gladden
To date, cause-related sport marketing (CRSM) has not received much academic attention. However, it is particularly relevant given recent estimates on the amounts that will be…
Abstract
To date, cause-related sport marketing (CRSM) has not received much academic attention. However, it is particularly relevant given recent estimates on the amounts that will be spent on cause-related efforts in 2002. Therefore, the purpose of this article is to set forth a framework for managing cause-related sport marketing programs. The framework is derived using both past research on causerelated marketing and branding theory. It theorizes the necessary conditions that must be present if the CRSM program is to result in the intended outcomes of 1) enhanced brand image, 2) enhanced brand loyalty and 3) consumer brand switching.
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Apisit Chattananon, Meredith Lawley, Numchai Supparerkchaisakul and Lackana Leelayouthayothin
The purpose of this paper is to describe research which tested a Thai model of cause‐related marketing's impact on corporate image.
Abstract
Purpose
The purpose of this paper is to describe research which tested a Thai model of cause‐related marketing's impact on corporate image.
Design/methodology/approach
Data were gathered from 1,071 participants in an established award winning cause‐related program in Thailand and analyzed using multiple regression.
Findings
Findings indicated that a cause‐related marketing program can create positive attitudes toward corporate image. One specific demographic characteristic of respondents, household income level, showed a significant influence with participants from lower income households developing more positive attitudes than those from higher income households.
Research limitations/implications
The data were gathered from participants in one program only, hence future research could extend these findings to other programs to test their generalisability.
Practical implications
The proposed model serves as a basis for marketers to understand the influence of a cause‐related marketing program on the attitudes of Thai consumers who participated in the program toward corporate image. The results highlighted the importance of matching the company, its target market, participants in the program and the communication about the program to achieve desired results.
Originality/value
This empirical study contributes to cause‐related marketing research by focusing on a previously unresearched group, the participants in a program. In addition it was undertaken in an emerging market, Thailand.
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Gintare Dagyte-Kavoliune, Karina Adomaviciute and Sigitas Urbonavicius
The aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related…
Abstract
Purpose
The aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related products by considering cases with more versus less positive attitudes towards a brand and a higher versus lower social cause affinity.
Design/methodology/approach
The study is based on data obtained via a survey of 403 respondents in Lithuania. A between-subjects study design with different brands and causes was used to identify the role of the differences in brand attitude and cause affinity on the message strength.
Findings
The data analysis has revealed that the specific prominence dimensions of fit (relationship visibility, relationship explicitness, visuals/colours, local attributes) have a direct and indirect impact, via the message strength, on consumer intentions to purchase cause-related products. Additionally, the mediation of the message strength was dependent on attitudes towards a brand but not on cause affinity.
Originality/value
This is the first attempt to contribute to filling the research gap regarding the impact of the prominence dimensions of fit on the intention to purchase a cause-related product. Paying special attention to message strength mediation allowed for the assessment of both the direct and indirect effects of the individual dimensions of fit.
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Ji Young Lee and Kim K.P. Johnson
The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the…
Abstract
Purpose
The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the relative effectiveness of each.
Design/methodology/approach
An experiment was conducted with young adult consumers (n=344) and undergraduates (n=415). Using a between-subject design, each participant was randomly assigned to one of four CRM scenarios and completed a questionnaire.
Findings
Across all CRM conditions, the effect of CRM strategy on consumer responses (e.g. perceived brand distinctiveness/credibility/attractiveness, customer–brand identification, brand attitude, customer loyalty) was significant. The effect of corporate social responsibility image on perceived brand distinctiveness was strongest for cause-related event marketing, followed by cause-related experiential marketing, transaction-based CRM and sponsorship-linked marketing.
Practical implications
By providing information about the relative effectiveness of four types of CRM strategies, this research aids fashion marketers in their selection of the CRM strategy that generates the best performance. Adding an event component to their CRM activity would increase the effect of CRM strategies on consumer responses.
Originality/value
This research contributes to the extant literature on CRM by identifying types of CRM strategies, their relative effectiveness, and key variables (e.g., C–B identification) that explain the impact of CRM strategies on consumer responses.
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