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Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin


  • La Ferle, Carrie
  • Kuber, Gayatri
  • Edwards, Steven M.


This study explores attitudes toward cause-related marketing campaigns in two nations at different levels of development: India and the United States. The research assesses novelty as one of the underlying factors distinguishing attitudes toward such campaigns as well as perceptions of a company's motives. The report further argues that 1) the type of company sponsoring the campaign (national versus multinational), and 2) the location of the cause supported (national versus international) impacts the effectiveness of cause related marketing efforts. Results support the majority of the predictions. Indian consumers find cause-related marketing campaigns more novel and attribute higher levels of altruistic motives for companies engaging in this tactic than their American counterparts. Indian consumers are also more positive when campaigns are undertaken by an Indian company versus a multinational corporation. However, the beneficiary of the campaign (a local or worldwide charity) does not impact attitudes toward the campaign for either consumer group. The discussion addresses implications for marketers and researchers.

Suggested Citation

  • La Ferle, Carrie & Kuber, Gayatri & Edwards, Steven M., 2013. "Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin," Journal of Business Research, Elsevier, vol. 66(3), pages 364-373.
  • Handle: RePEc:eee:jbrese:v:66:y:2013:i:3:p:364-373
    DOI: 10.1016/j.jbusres.2011.08.017

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    References listed on IDEAS

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    Cited by:

    1. Tolga Bilgicer & Kamel Jedidi & Donald Lehmann & Scott Neslin, 2015. "The Long-Term Effect of Multichannel Usage on Sales," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 41-56, March.
    2. Zasuwa, Grzegorz, 2016. "Do the ends justify the means? How altruistic values moderate consumer responses to corporate social initiatives," Journal of Business Research, Elsevier, vol. 69(9), pages 3714-3719.
    3. Savas, Selen, 2016. "Factors affecting donations in U.S. retail stores: A conceptual framework," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 178-185.
    4. João Guerreiro & Paulo Rita & Duarte Trigueiros, 2016. "A Text Mining-Based Review of Cause-Related Marketing Literature," Journal of Business Ethics, Springer, vol. 139(1), pages 111-128, November.
    5. Kalina Grzesiuk, 2017. "Communicating a Company’s CSR Activities Through Social Networks: A Theoretical Framework," Annales. Ethics in Economic Life, University of Lodz, Faculty of Economics and Sociology, vol. 20(4), pages 89-104, December.
    6. Ali Asghar Rashid & Ali Hamidizade & Mohhamad Rahim Esfidani & Hasan Zaree Matin, 2016. "The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 2(3), pages 233-247.
    7. Coleman Joshua T. & Peasley Michael C., 2015. "Demonstrating a lack of brand/cause effects on point of sale donations," Management & Marketing, Sciendo, vol. 10(3), pages 226-243, October.
    8. Spielmann, Nathalie & Delvert, Mathilde, 2014. "Adapted or standardized copy: Is non-cultural English the answer?," Journal of Business Research, Elsevier, vol. 67(4), pages 434-440.
    9. Kureshi, Sonal & Thomas, Sujo, 2014. "Cause Related Marketing - An Indian Overview," IIMA Working Papers WP2014-04-03, Indian Institute of Management Ahmedabad, Research and Publication Department.
    10. Pereira, Beulah & Sung, Billy & Lee, Sean, 2019. "I like watching other people eat: A cross-cultural analysis of the antecedents of attitudes towards Mukbang," Australasian marketing journal, Elsevier, vol. 27(2), pages 78-90.
    11. Ouidade Sabri, 2018. "The Detrimental Effect of Cause-Related Marketing Parodies," Journal of Business Ethics, Springer, vol. 151(2), pages 517-537, August.


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