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The moderating role of social themes in cause-related marketing advertisements

Author

Listed:
  • Thamaraiselvan Natarajan

    (National Institute of Technology)

  • Daniel Inbaraj Jublee

    (National Institute of Technology)

  • Dharun Lingam Kasilingam

    (National Institute of Technology)

  • Gladys Stephen

    (National Institute of Technology)

Abstract

Cause-related Marketing (CrM) has become a necessity for organizations as a strategy not only to improve sales but also to give back to the society. Past studies have proven that CrM advertisements play an important role in driving the intentions of the consumers. This study analyses different CrM advertisements that are based on different social themes to analyze significant differences in variables like consumer attitude towards the cause, attitude towards the brand, cause brand fit and the purchase intention between different advertisements. Data was collected from 544 Indian consumers through an online survey. ANOVA analysis was used to test differences between mean responses, and PLS-SEM was used to test the relationships. Attitude towards CrM advertisement was found to exert significant influence on the purchase intention of consumers. Results indicate significant differences in the attitudes and intentions among people, which show that companies must be careful in choosing appropriate CrM advertisements to generate maximum revenue.

Suggested Citation

  • Thamaraiselvan Natarajan & Daniel Inbaraj Jublee & Dharun Lingam Kasilingam & Gladys Stephen, 2018. "The moderating role of social themes in cause-related marketing advertisements," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 433-454, December.
    • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:4:d:10.1007_s12208-018-0208-4
    DOI: 10.1007/s12208-018-0208-4
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    Cited by:

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    2. Talent Moyo & Rodney Duffett & Brendon Knott, 2022. "An Analysis of Cause-Related and Social Marketing Strategies in the South African Sport Management Industry," SAGE Open, , vol. 12(2), pages 21582440221, June.
    3. Jublee, Daniel Inbaraj & Kasilingam, Dharun & Stephen, Gladys, 2023. "Investigating the impact of brand vs cause interaction on cause related advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. 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).
    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.

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