IDEAS home Printed from https://ideas.repec.org/a/jle/journl/v5y2018i1p1-24.html
   My bibliography  Save this article

An Evaluation Of Cause-Related Marketing And A Scale Development Application

Author

Listed:
  • Yakup AKGÃœL

    (THY)

  • AyÅŸe AKYOL

    (Trakya University)

Abstract

This study was conducted to develop a consumer driven scale for factors which have an effect on the tendency to participate in cause-related marketing campaigns. After detailed analysis, a scale was developed with 10 dimensions. Scale assessment was done based on a sample (n= 451) which was retained by convenience sampling methodology. The analysis process is as follows: Data analysis and normal distribution analysis for sample, explanatory factor analysis, reliability and validity analysis for explanatory factor analysis, confirmatory factor analysis, validity and reliability analysis for confirmatory factor analysis, and structural equation modeling. According to the research, scale which was developed contains factors as follows: brand cause fit, masculinity / femininity, uncertainty avoidance, willingness to help others, individualism, cause familiarity, brand image, brand familiarity, and willingness to participate in campaigns. This study aims to be a base for future research related to the factors which were developed.

Suggested Citation

  • Yakup AKGÃœL & AyÅŸe AKYOL, 2018. "An Evaluation Of Cause-Related Marketing And A Scale Development Application," JOURNAL OF LIFE ECONOMICS, Holistence Publications, vol. 5(1), pages 1-24, January.
    • Handle: RePEc:jle:journl:v:5:y:2018:i:1:p:1-24
    DOI: 10.15637/jlecon.240
    as

    Download full text from publisher

    File URL: https://www.ratingacademy.com.tr/ojs/index.php/jlecon/article/view/171/149
    Download Restriction: no
    File URL: https://libkey.io/10.15637/jlecon.240?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Cause Related Marketing; Factor Analysis; Scale Development; CFA; and SEM;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:jle:journl:v:5:y:2018:i:1:p:1-24. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mehmet ÅžAHÄ°N (email available below). General contact details of provider: https://journals.gen.tr/index.php/jlecon .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.