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Effect of Cause-Related Marketing and Brand on Consumer Purchase Intention: Mediating Role of Emotions

Author

Listed:
  • Tsai-Feng Kao

    (School of Education Science, Shaoguan University, Shaoguan 512005, China
    These authors contributed equally to this work.)

  • Yi-Zhan Du

    (School of Education Science, Shaoguan University, Shaoguan 512005, China
    School of Education, Fujian Normal University of Technology, Fuqing 350300, China
    These authors contributed equally to this work.)

  • Jui-Che Tu

    (Graduate School & Department of Creative Design, National Yunlin University of Science & Technology, Yunlin 64002, Taiwan)

  • Ming Chen

    (School of Arts, Minnan Normal University, Zhangzhou 363000, China)

Abstract

Cause-related marketing is one of the corporate social responsibility strategies that helps build corporate reputation, brand, and image. To understand the influencing factors before purchase actions in cause-related marketing, this study investigates whether consumers’ purchase intention is affected by brand and personal emotions. The “questionnaire survey method” was adopted for data collection, with a total of 379 valid samples retrieved for hypothesis testing. The partial least squares (PLS) analysis tool was used for verification. The results indicate that cause-related marketing activities have a positive impact on brand impression, and brands influence purchase intention. Additionally, emotions play a mediating role between cause-related marketing activities and purchase intention. This research contributes to understanding the relationship between cause-related marketing, brands, and purchase intention. This research also contributes to understanding the corporate comprehension of cause-related marketing strategies and provides reference for sustainable development research.

Suggested Citation

  • Tsai-Feng Kao & Yi-Zhan Du & Jui-Che Tu & Ming Chen, 2025. "Effect of Cause-Related Marketing and Brand on Consumer Purchase Intention: Mediating Role of Emotions," Sustainability, MDPI, vol. 17(10), pages 1-21, May.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:10:p:4328-:d:1652837
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