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1 – 10 of over 1000Dominyka 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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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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Felix Septianto and Nitika Garg
This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing…
Abstract
Purpose
This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian).
Design/methodology/approach
Five studies are conducted to test the predictions. Importantly, this study examines the predicted emotion effects across different sources of affect (dispositional, incidental and integral), different subject populations (students and Amazon Mechanical Turk panel) and different product categories (water bottle, chocolate and printer), leading to robust and generalizable findings.
Findings
Results show that gratitude (vs pride) increases the likelihood of purchasing a product with a donation-based promotion. This effect is mediated by gratitude’s other-responsibility appraisal and, in turn, increased reciprocity concerns (a serial mediation). Further, this study finds that how the gratitude (vs pride) effect is attenuated when the product is hedonic (but not utilitarian) in nature.
Research limitations implications
Past study on emotion and cause-related marketing has emphasized the role of negative emotions such as guilt. This study provides empirical evidence on the potential benefit of using positive emotions such as gratitude in cause-related marketing.
Practical implications
The implications of this study can benefit marketers by highlighting the use of gratitude appeals in their cause-related marketing campaigns.
Originality/value
The findings of the present research are significant because they highlight the potential role of a discrete positive emotion – gratitude – in leveraging the effectiveness of cause-related marketing and establish the underlying process driving this effect.
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Youssef Chetioui and Hind Lebdaoui
This paper aims to propose and test a theoretical framework in which attitude towards COVID-19 cause-related campaigns mediates the effects of identification with the cause…
Abstract
Purpose
This paper aims to propose and test a theoretical framework in which attitude towards COVID-19 cause-related campaigns mediates the effects of identification with the cause, donation size, emotional arousal and subjective norms on consumer purchase intention. The authors also explore the moderating effect of religiosity in an emerging nation marked by the dominance of the Islamic doctrine.
Design/methodology/approach
Survey data from a sample of 561 consumers from Morocco were analyzed to test the hypotheses using structural equation modeling.
Findings
First, attitude toward COVID-19 cause-related campaigns has a significant effect on consumer purchase intention; at the same time, it is influenced by identification with the cause, donation size, emotional arousal and subjective norms. Second, the results confirm the mediating effect of attitude toward COVID-19 cause-related campaigns, e.g. higher emotional arousal triggers positive attitude towards COVID-19 cause campaigns, which shapes consumer purchase intention. Third, Islamic religiosity acts as a moderator, e.g. individuals who feel themselves as highly religious are more likely to develop favorable attitude towards cause brands and therefore form stronger purchase intentions when exposed to COVID-19 cause campaigns.
Practical implications
The findings of this research suggest a number of practical and social implications for both academics and practitioners. Successful cause-related marketing (CrM) campaigns should include facets inducing emotional arousal, superior donation size, identification with the cause and subjective norms, which, in turn, enhances consumers’ attitude toward the campaign, their attitude towards the brand and purchase intentions. Practitioners interested in expanding into majority-Muslim markets should also consider the use of faith-based messages and religious morals when planning CrM campaigns.
Originality/value
While preliminary studies have already attempted to provide knowledge about the impact of COVID-19 on individuals’ health and well-being, potential effects on consumers’ decisions and behavior have not been considered much and are yet to be empirically investigated. This original research is among the first to provide insights about the potential use of COVID-19 cause to shape consumer purchase intention and behavior. This will strengthen our cross-cultural appreciation of the disparities in consumer perception of CrM among Muslim and non-Muslim communities.
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Sung-Bum Kim, Kathleen Jeehyae Kim and Dae-Young Kim
This experimental study aims to examine the effectiveness of cause-related marketing messages that incorporate both text and visuals, as compared to messages comprised solely of…
Abstract
Purpose
This experimental study aims to examine the effectiveness of cause-related marketing messages that incorporate both text and visuals, as compared to messages comprised solely of text, on the attitudes and behavioral intentions of restaurant customers, and to see if the impact varies across four categories of social causes (health, animal welfare, human services and the environment).
Design/methodology/approach
This experimental study uses a 2 (type of message) × 4 (cause category) between-subjects design.
Findings
Restaurant messages that combine text and visuals are more effective than restaurant messages with only text in engendering positive attitudinal and behavioral responses. This paper also found interaction effects between advertisement type and cause category on individuals’ responses (i.e. attitudes and behavioral intentions).
Practical implications
The messaging strategies suggested by this research will allow the restaurant industry to capitalize on the value of cause-related marketing initiatives.
Originality/value
This research contributes to the hospitality literature by expanding the realm of research on effective cause-related marketing initiatives.
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David Cosgrave and Michele O'Dwyer
This study explores the millennial perceptions of cause-related marketing (CRM) in international markets through the lens of an ethical continuum. Literature gaps exist in our…
Abstract
Purpose
This study explores the millennial perceptions of cause-related marketing (CRM) in international markets through the lens of an ethical continuum. Literature gaps exist in our understanding of cause-related marketing, ethics and millennials in an international context, with few studies offering insights into successful CRM campaigns in developed vs developing countries. Previous studies have yielded differing responses based on culture, sociodemographic and consumer perceptions.
Design/methodology/approach
An exploratory qualitative research method was adopted to build the theory necessary to address this research gap. Semi-structured interviews were conducted with a convenience sample of 155 undergraduate and postgraduate students representing 17 nationalities. Interviews were conducted in two regions (Ireland and United Arab Emirates) representing developed and developing markets.
Findings
Discrepancies exist between millennial consumers when it comes to ethical self-reporting, perceptions of CRM initiatives, choice criteria of CRM offers and purchase intentions. Findings also suggest that there is a relationship between the religious and ethical beliefs of millennials in certain regions. Gender showed no significant differences in perceptions of CRM.
Originality/value
This study examines millennial perceptions of CRM from multiple nationalities in developed vs developing markets. It introduces the ethical continuum in international CRM as a lens to examine perceptions of millennial consumers. The study identifies that millennials should not be treated as a homogenous group, suggesting different choice criteria of millennial consumers based on their ethical standards. It demonstrates emerging support for the role of religion in successful adoption of CRM.
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Janet Kleber, Arnd Florack and Anja Chladek
Cause-related marketing (CRM) is a sales strategy that is used to improve the success of a product by including a donation to a charitable cause in its price. While marketers can…
Abstract
Purpose
Cause-related marketing (CRM) is a sales strategy that is used to improve the success of a product by including a donation to a charitable cause in its price. While marketers can present CRM donations to consumers as either absolute amounts or percentages, the predominant practice in marketing is to use the latter. As the influence of such presentation formats is not well understood, the purpose of this paper is to systematically examine their effects while taking into account the numerical ability (numeracy) of the consumers.
Design/methodology/approach
In two experiments, the presentation format of the donation amounts (absolute vs percentage) were manipulated and individual differences in numeracy were measured. The product type (hedonic vs utilitarian) and sales price were varied. We found this effect for high and low price levels and for hedonic and utilitarian products.
Findings
The results of both experiments consistently supported the hypothesis presented in this paper that for people with lower numeracy, their purchase intentions were higher when absolute donation amounts were presented. We found this effect for high and low price levels and for hedonic and utilitarian products.
Originality/value
The present paper shows that the current practice of presenting donations in percentages is inferior to presenting donations in absolute amounts because a large number of consumers have trouble interpreting percentages appropriately. Therefore, it indicates that the default option for marketing managers should be to present donations in absolute amounts for hedonic and utilitarian products with low and high prices.
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Xiaoye Chen, Rong Huang, Zhiyong Yang and Laurette Dube
This paper aims to investigate the impact of different types of corporate social responsibility (CSR; i.e. value-creating CSR, promotional CSR and philanthropic CSR) on consumer…
Abstract
Purpose
This paper aims to investigate the impact of different types of corporate social responsibility (CSR; i.e. value-creating CSR, promotional CSR and philanthropic CSR) on consumer responses and the moderating role of corporate competence.
Design/methodology/approach
The authors tested the hypotheses by using two empirical studies – a survey and an experimental study. The evidence is generated based on generalized linear model repeated-measures ANOVAs for the survey study and two-way factorial ANOVAs for the experimental study.
Findings
The findings show that in general, consumers respond to value-creating CSR more favorably than to philanthropic CSR or promotional CSR. In addition, corporate competence moderates consumers’ responses to different types of CSR in such a way that promotional CSR is more likely to have the desired effects when carried out by low-competency rather than by high-competency firms, whereas value-creating CSR is more effective for high-competency firms than for low-competency ones. Philanthropic CSR works equally in both types of firms.
Research limitations/implications
This research answers a long-term call to study the differential consumer effects of various CSR types. It also identifies perceived corporate competence, an important consumer-based corporate factor, as a potential moderator of consumers’ response to CSR types.
Practical implications
Armed with the findings, companies can choose CSR practices that fit with their company characteristics. This research offers important and specific managerial implications to firms with different company profiles on their CSR choices.
Originality/value
Given that today’s managers are faced with the challenge of selecting desirable CSR activities from a group of options, the authors answered the call by studying the differential effects of a wide array of CSR choices and provide important practical guidance to managers. For the first time in the literature, the study also investigates the potential interactive effects between specific CSR types and corporate competence on consumer reactions. This inquiry bears significant relevance to the ongoing discussions concerning whether and how company characteristics generate influences on the outcomes of CSR strategies.
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Kevin Teah, Billy Sung and Ian Phau
This study aims to examine the moderating role of principle-based entity (PBE) of luxury brands and its effect on perceived corporate social responsibility (CSR) motives, consumer…
Abstract
Purpose
This study aims to examine the moderating role of principle-based entity (PBE) of luxury brands and its effect on perceived corporate social responsibility (CSR) motives, consumer situational scepticism and brand resonance.
Design/methodology/approach
Structural equation modelling using multigroup analysis was used. Data were collected through a consumer panel.
Findings
Values-driven motives lowered consumer situational scepticism (CSS) significantly more in PBE than non-PBE. However, egoistic-driven motives increased CSS significantly more in PBE than non-PBE. Stakeholder-driven motives and strategic-driven motives did not elicit CSS, contrary to prior studies in non-luxury brands. PBE status also weakens the relationship between CSS and brand resonance more than non-PBE status.
Originality/value
This study is the first to provide empirical insights into PBE status and its effects on perceived motives, CSS of CSR initiatives and its influence in consumer and management outcomes in luxury brands.
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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