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Capture the hearts to win the minds: cause-related marketing in Egypt

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  • Rana Essam Shazly

    (Cairo University)

  • Abeer A. Mahrous

    (Cairo University)

Abstract

This paper aims to identify the main cause-related marketing campaign dimensions affecting consumers’ attitudes towards firms and intention to purchase on-demand ride services in Egypt. A qualitative exploratory study was conducted at first that employed in-depth interviews and one focus group with consumers of on-demand ride services. Then, a quantitative study that involves a survey-based questionnaire was used. Using a non-probability convenience sample, we collected two hundred and seventy valid questionnaires from on-demand ride service users in Cairo and Giza. The data were analyzed using structural equation modeling (Smart PLS V.3) and SPSS V.20. The results show that campaign feedback and cause involvement have a positive impact on attitude towards the firm and intention to purchase. Skepticism shows a significant negative impact on intention to purchase, and altruistic attribution has a significant impact on consumers’ attitudes towards firms. In light of this, managerial and public-policy implications are provided.

Suggested Citation

  • Rana Essam Shazly & Abeer A. Mahrous, 0. "Capture the hearts to win the minds: cause-related marketing in Egypt," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-22.
    • Handle: RePEc:spr:irpnmk:v::y::i::d:10.1007_s12208-020-00246-3
    DOI: 10.1007/s12208-020-00246-3
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    References listed on IDEAS

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