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Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal

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  • Chen, Zengxiang
  • Huang, Yunhui

Abstract

The present research examined the effectiveness of cause-related marketing (CRM) relative to corporate philanthropy in enhancing brand related outcomes and the moderating role of self-construal. We demonstrated that, overall, CRM helps less in improving brand image, consumer self-brand connection, and purchase intention than corporate philanthropy. However, this differential effect between the two types of corporate social responsibility approaches is moderated by consumers' self-construal. Specifically, consumers with interdependent self-construal, but not those with independent self-construal, either measured (Studies 1, 3 and 4) or primed (Study 2), responded to CRM as favorably as they did to corporate philanthropy. A survey regarding multiple real brands further confirmed that the more interdependent the consumers, the less likely they were to prefer corporate philanthropy over CRM (Study 5). However, when the reciprocity norm was made salient through an irrelevant task, independent consumers responded like those with interdependent self-construal, treating CRM and corporate philanthropy in the same way (Study 4).

Suggested Citation

  • Chen, Zengxiang & Huang, Yunhui, 2016. "Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 868-880.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:4:p:868-880
    DOI: 10.1016/j.ijresmar.2016.03.003
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    Cited by:

    1. Anran Zhang & Pamela Saleme & Bo Pang & James Durl & Zhengliang Xu, 2020. "A Systematic Review of Experimental Studies Investigating the Effect of Cause-Related Marketing on Consumer Purchase Intention," Sustainability, MDPI, vol. 12(22), pages 1-23, November.
    2. Hu, Peng & Gong, Yeming & Lu, Yaobin & Ding, Amy Wenxuan, 2023. "Speaking vs. listening? Balance conversation attributes of voice assistants for better voice marketing," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 109-127.
    3. Ma, Jingjing & Lin, Yu (Anna) & Ein-Gar, Danit, 2023. "Charitable maximizers: The impact of the maximizing mindset on donations to human recipients," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 417-434.
    4. Fernando Rey Castillo-Villar & Judith Cavazos-Arroyo, 2020. "Social Representations of “Rounding Up” as a Cause-Related Marketing Practice: A Study of Mexican Millennials," Sustainability, MDPI, vol. 12(13), pages 1-12, June.
    5. Tejaswi Patil & Zillur Rahman, 2023. "Mapping the Cause-Related Marketing (CRM) field: document co-citation and bibliographic coupling approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 491-520, June.
    6. Anran Zhang & Alex Scodellaro & Bo Pang & Hui-Yi Lo & Zhengliang Xu, 2020. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    7. Kopalle, Praveen K. & Krishna, Aradhna & Rajan, Uday & Wang, Yu, 2022. "How does regulatory monitoring of cause marketing affect firm behavior and donations to charity?," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 947-966.
    8. Wassili Lasarov & Stefan Hoffmann & Ulrich Orth, 2023. "Vanishing Boycott Impetus: Why and How Consumer Participation in a Boycott Decreases Over Time," Journal of Business Ethics, Springer, vol. 182(4), pages 1129-1154, February.
    9. Xiaojun Fan & Nianqi Deng & Yi Qian & Xuebing Dong, 2022. "Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis," Journal of Business Ethics, Springer, vol. 175(2), pages 339-360, January.
    10. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.

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