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Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention

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  • Jayesh D. Patel

    (Ganpat University)

  • Dharmesh D. Gadhavi

    (Ganpat University)

  • Yupal S. Shukla

    (Ganpat University)

Abstract

Cause related marketing (CrM) has been increasingly becoming a mainstream of corporate marketing plans. The purpose of this study is to investigate the effect of CrM on attitudes and purchase intention and also the moderating role of cause involvement and skepticism (as covariates) on attitude-intention rationale. The study utilizes experimental design, using a convenience sample of 424 participants in Gujarat. Two structured questionnaire each for experimental group and control group were developed. The stimulus provided is in the form of brand name, product portfolio and CrM ad itself in the questionnaire for experimental group. Using Analysis of Covariance (ANCOVA), study demonstrates that CrM improves the attitude towards brand, attitude towards an ad and purchase intention. Additionally, effect of CrM on attitude-purchase intention link is more explained if consumers are more involved with cause. Skepticism is not relevant to attitudes and purchase intention. This study helps companies to rethink on selecting. It also provides the insights to marketers about how cause involvement influences attitudes and intention and thus adds some valuable theory to the CrM literature.

Suggested Citation

  • Jayesh D. Patel & Dharmesh D. Gadhavi & Yupal S. Shukla, 2017. "Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(1), pages 1-18, March.
    • Handle: RePEc:spr:irpnmk:v:14:y:2017:i:1:d:10.1007_s12208-016-0151-1
    DOI: 10.1007/s12208-016-0151-1
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    Cited by:

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    2. 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.
    3. Shiwangi Singh & Sanjay Dhir, 2019. "Structured review using TCCM and bibliometric analysis of international cause-related marketing, social marketing, and innovation of the firm," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 335-347, December.
    4. Madhurima Deb, 2021. "The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 387-401, September.
    5. Sujo Thomas & Sonal Kureshi, 2020. "Consumer skepticism towards cause related marketing: exploring the consumer tendency to question from emerging market perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(2), pages 225-236, June.
    6. Hyun Ju Jeong & Jihye Kim, 0. "Benefits of cause-related marketing for companies and nonprofits: focusing on the roles of self-corporate congruity and issue involvement," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-14.
    7. Sunhee Choi & Sangno Lee & Wesley Friske, 2018. "The Effects of Featured Advertising and Package Labeling on Sustainability of Cause-Related Marketing (CRM) Products," Sustainability, MDPI, vol. 10(9), pages 1-12, August.
    8. Kara Chan & Ting Zhang, 2019. "An exploratory study on perception of celebrity endorsement in public services advertising," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 195-209, December.
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    15. Gorton, Matthew & Yeh, Ching-Hua & Chatzopoulou, Elena & White, John & Tocco, Barbara & Hubbard, Carmen & Hallam, Fiona, 2023. "Consumers' willingness to pay for an animal welfare food label," Ecological Economics, Elsevier, vol. 209(C).
    16. 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.
    17. Kuo, Ying-Feng & Lin, Cathy S. & Liu, Li-Te, 2022. "The effects of framing messages and cause-related marketing on backing intentions in reward-based crowdfunding," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    18. Tsungjen Shih & Shaojung Sharon Wang, 2021. "Cause-Related Marketing in the Telecom Sector: Understanding the Dynamics among Environmental Values, Cause-Brand Fit, and Product Type," Sustainability, MDPI, vol. 13(9), pages 1-16, May.
    19. Sara Osama Hassan & Ehab Mohamed AbouAish, 2018. "The impact of strategic vs. tactical cause-related marketing on switching intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 253-314, September.
    20. Baek, Eunsoo & Oh, Ga-Eun (Grace), 2021. "Diverse values of fashion rental service and contamination concern of consumers," Journal of Business Research, Elsevier, vol. 123(C), pages 165-175.
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