The Effects Of Cause Related Marketing On Customers Attitudes And Buying Behavior
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The Effects Of Cause Related Marketing On Customers Attitudes And Buying Behavior
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Author : Denise Steckstor
language : en
Publisher: Springer Science & Business Media
Release Date : 2011-11-06
The Effects Of Cause Related Marketing On Customers Attitudes And Buying Behavior written by Denise Steckstor and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-11-06 with Business & Economics categories.
Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. Especially against the background of an increased marketing accountability, Denise Steckstor develops a comprehensive model of Cause-Related Marketing determinants and customer attitudes as well as behavior and validates it on the basis of a quasi-experimental field study. She shows that Cause-Related Marketing programs can, additionally to generating donations for the not-for-profit partner, contribute to achieving central marketing goals. Based on her findings, she provides an overview for marketing managers on how to effectively design and manage Cause-Related Marketing programs.
Cause Related Sport Marketing And Its Effects On Consumer Behavior
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Author : Jae Deock Lee
language : en
Publisher:
Release Date : 2010
Cause Related Sport Marketing And Its Effects On Consumer Behavior written by Jae Deock Lee and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
The objective of this dissertation was to construct a customer-based cause-related sport marketing (CRSM) model and test the relationships among the proposed antecedents, consequences, and moderators. Three experimental studies were executed to achieve the research purpose. Study 1 aimed at examining how customers evaluate cause-related marketing (CRM) campaigns of team licensed products. A choice experiment (N=109) indicated that (a) a "social responsible" feature was the second most important attribute for choosing a baseball cap, (b) a low-fit, but familiar, CRM program was preferred to a high-fit, but unfamiliar, program, and (c) fan identification moderated the impact of sport/cause fit on students' choice of team licensed products. Study 2 investigated the impact of personality and gender on consumer attitudes toward CRSM programs. A 2 (sport/cause fit) x 2 (motivation) within subject experiment (N=86) found that (a) both sport/cause fit and motivation engaging in CRSM significantly affected consumer attitudes toward CRSM, (b) females showed more positive attitudes toward CRSM programs, and (c) Agreeableness was positively related to consumer attitudes toward CRSM but Neuroticism was negatively associated. Study 3 centered on the direct and moderating effects of fan identification and organizational identification on consumer attitudes toward CRSM programs using intercollegiate sport as a context. A two-group (high vs. low-fit CRSM messages), between subject, and post-test only experiment (N=309) denoted that (a) respondents showed more positive attitudes toward high-fit CRSM messages, (b) both fan identification and organizational identification moderated the effects of sport/cause fit on attitudes, and (c) positive attitudes increased purchase intentions on the cause-related products. To sum up, the three experimental studies support the relationships among antecedents, consequences, and moderators proposed in the customer-based causerelated sport marketing model. Theoretical and practical contributions are discussed. Finally, several limitations and future research directions are also established.
The Influence Of Cause Marketing On Consumer Pride Purchase Intention And Brand Evangelism A Focus On The Apparel Industry
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Author : Ms. Kavya Sahadevan
language : en
Publisher: Shineeks Publishers
Release Date : 2022-09-12
The Influence Of Cause Marketing On Consumer Pride Purchase Intention And Brand Evangelism A Focus On The Apparel Industry written by Ms. Kavya Sahadevan and has been published by Shineeks Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-09-12 with Education categories.
Cause related marketing initiatives have become an extremely popular strategy of marketing used by brands in todays’ world, now, more so than ever. Consumer behaviour towards cause related marketing has generally been positive and has led to an increase in the purchase intention as well as the final purchase of the customer. Consumer pride as well as satisfaction with a product or a brand leads to the spread of information about the particular brand within the customer network. The push strategy of marketing is no longer relevant to todays’ market and customers are looking to be associated with a brand that goes beyond the norm of selling products and is making important contributions to the welfare of the society or is taking an important stand on a particular social cause. The purpose of this study is to analyse the influence of Cause related marketing strategies in the dynamic apparel industry and the extent to which it influences purchase intention, consumer pride and eventually lead to brand evangelism, An evangelist being a customer that actively defends and support a brand across platforms and through word of mouth. Customer purchase today is increasingly research based and highly dependent on the opinions of other customers. In regard to this, evangelism, if achieved by a brand can be one of the most cost effective yet most impactful marketing strategies for the brand. The study uses quantitative and qualitative measures to analyse the impact of Cause Marketing on purchase intention and brand evangelism. An empirical study was conducted through a self-administered survey which helps determine the extent to which this effect holds true in the apparel industry. ANOVA and Regression analysis helped determine the relationship between various demographic factors and the variables of the model. The study aims to explore the relational gap between variables such as Cause marketing, consumer pride and brand evangelism. Furthermore, the study also aims to explore the experimental gap on the impact of consumer cause identification on purchase intention. This information will help the industry curate their advertisements and other promotional activities accordingly. Keywords: Cause Marketing, Consumer pride, Purchase intention, Brand evangelism, Brand equity, Perceived brand image.
The Impact Of Cause Related Marketing On Consumer Attitude To The Brand And Purchase Intention
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Author :
language : en
Publisher:
Release Date : 2004
The Impact Of Cause Related Marketing On Consumer Attitude To The Brand And Purchase Intention written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Consumer behavior categories.
Abstract: Cause-related marketing is an emerging area within the marketing discipline, originating in the United States in the 1980s. This thesis defines the term cause-related marketing as a marketing strategy whereby the firm makes a contribution, financial or otherwise, to a nonprofit organisation(s) contingent upon the customer engaging in a revenue providing exchange that satisfies business and individual objectives. This strategy may include additional elements such as sponsorship, sales promotion, co-branding and employee involvement. -- In examining the literature relating to cause-related marketing, a need for further research was identified for a number of reasons. First, there is considerable investment and growth in this strategy both in Australia and overseas. Second, academic and practitioner research have indicated strong consumer support for the concept of cause-related marketing, yet there has been limited evidence to date regarding the effectiveness of this strategy, especially in comparison to other marketing strategies. Finally, in an increasingly challenging business environment, marketing practitioners are seeking to explore new strategies and the efficacy of traditional forms of marketing communications is subject to debate. As such, this thesis explored the following research questions: What is the impact of cause-related marketing on the consumer's response in terms of attitude to the strategy, attitude toward the brand and purchase intention? and, Do consumers respond more positively toward cause-related marketing than toward sponsorship or sales promotion? -- To address these questions, an experimental research design incorporating self-administered questionnaires was used. The major finding of this research is that consumers may have a more favourable attitude to cause-related marketing than to either sponsorship or sales promotion, however the brand must be perceived to have a natural association or fit with the cause. Further, cause-related marketing has the ability to engender a more favourable change in attitude to the brand than does sales promotion. This change in attitude is affected by the consumer's attitude to the strategy itself. This study did not, however, demonstrate that exposure to cause-related marketing, sponsorship or sales promotion had a significant effect on purchase intention. Finally, neither gender nor personal values have been shown to influence the above outcomes. The findings of this research have a number of practical implications for the effective use of cause-related marketing.
The Impact Of Cause Related Marketing On Global Consumers A Meta Analysis
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Author : Michelle Morin Rego
language : en
Publisher:
Release Date : 2017
The Impact Of Cause Related Marketing On Global Consumers A Meta Analysis written by Michelle Morin Rego and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Electronic dissertations categories.
Cause-related marketing (CRM) is a growing area of corporate social responsibility that involves a joint venture between a for-profit brand and a nonprofit organization. Over the past 30 years, cause-related marketing research has expanded to all corners of the globe. Themes in CRM research include cause-brand fit, cause involvement, cultural values and beliefs, and the influence of CRM on consumer attitudes and purchase intentions. A series of bivariate meta-analyses were conducted using a random effects assumption to determine effect sizes in this field, and explain the variance in effects across a global body of literature. Results include the effect of CRM campaigns on brand attitudes, r=.284, 95% CI(0.189,0.373), and purchase intentions, r=.277, 95% CI(0.141, 0.404). A meta-analytical structural equation model (MASEM) of CRM effects on attitudes and purchase intentions (K=78, N=22,849) based on the theory of planned behavior is presented to guide future studies that explore the impact of beliefs such as cause involvement (B=.12) and skepticism (B= -.34) on consumer perceptions of cause-brand alliance fit, and the substantial impact (B=.40) these perceptions have on consumer attitudes. Recommendations for nonprofit marketers, for-profit marketers and academic research topics and methods are discussed.
Emotional Sensory And Social Dimensions Of Consumer Buying Behavior
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Author : Soares, Ana Maria
language : en
Publisher: IGI Global
Release Date : 2020-02-21
Emotional Sensory And Social Dimensions Of Consumer Buying Behavior written by Soares, Ana Maria and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-02-21 with Business & Economics categories.
Unprecedented changes in consumer shopping habits pose major challenges for retailers who need to consider the multidimensional nature of shopping in order to design and provide engaging consumer experiences. The intersection between in-store and online shopping is also fundamental to meet the fast-changing consumer behavior. Comprehending how environmental and sensory dimensions, leisure, entertainment, and social interactions influence shopper emotions may enhance the shopping experience. Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior is an essential reference source that discusses methods for enhancing the shopping experience in an era of competition among shopping offline- and online-destinations, as well as predicting emerging changes in consumer behavior and shopping destinations and new technologies in retailing. Featuring research on topics such as consumer dynamics, experimental marketing, and retail technology, this book is ideally designed for retail managers, designers, advertisers, marketers, customer service representatives, merchandisers, industry professionals, academicians, researchers, students, and practitioners.
Cause Related Marketing
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Author : Sue Adkins
language : en
Publisher: Routledge
Release Date : 2007-06-01
Cause Related Marketing written by Sue Adkins and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-06-01 with Business & Economics categories.
Cause Related Marketing's time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment where price and quality are increasingly equal; where reputation and standing for something beyond the functional benefits of a product or service is all, brands are constantly competing for customer loyalty and consumer attention. 'Cause Related Marketing' is one of the most exciting areas in marketing today which benefits both business and society. 'Cause Related Marketing': * positions Cause Related Marketing in the context of marketing, corporate social responsibility and corporate community investment. * explores who cares and why, providing research analysis into corporate and consumer attitudes both in the UK and internationally. * uses The Business in the Community Cause Related Marketing Guidelines, written by Sue Adkins and introduced by HRH The Prince of Wales, providing an in depth exploration of the key principles and processes that go towards creating excellence in Cause Related Marketing. * includes vignettes and in depth case studies to provide illustrations of Cause Related Marketing through a spectrum of examples both national and international. Sue Adkins, Director of the Business in the Community's Cause Related Marketing Campaign is acknowledged as an international expert. She is recognised as having put Cause Related Marketing on the map in the UK and leading the drive to establish Cause Related Marketing as an increasingly legitimate part of the marketing mix in the UK.
The Effectiveness Of Consumer Characteristics In Cause Related Marketing Campaigns
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Author : Jaejin Lee
language : en
Publisher:
Release Date : 2013
The Effectiveness Of Consumer Characteristics In Cause Related Marketing Campaigns written by Jaejin Lee and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
Given the increased interest in cause-related marketing in the marketing arena, there were several goals to this study. First, it was intended to add to the body of knowledge about cause-related marketing in the field of advertising and marketing studies. The second goal was to test the Theory of Planned Behavior (TPB) model, which was widely applied in health-related behaviors, and apply it to the advertising/marketing studies. By doing so, the scope of theory was able to be broadened. The final goal sought to increase the predictive power of the TPB model by adding additional variables. By adding additional social norms (descriptive norms and moral norms) to the original model, this extended TPB model explained more variance in the intention to purchase a cause-related product than the original model with injunctive norms only. This study found an effectiveness of level of cause involvement in the extended TPB model. There were statistically significant effect of attitude toward the cause-related product consumption, social norms (injunctive, descriptive, and moral norms), perceived consumer effectiveness on purchase intentions. Especially, moral norms showed a strongest effect among these variables. This study also found the negative effects of injunctive and descriptive norms on purchase intentions. Implications and limitations are discussed.
Cross Country Comparison Of Consumer Attitudes Toward Corporate Cause Related Marketing Campaigns
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Author : Gayatri Vineet Kuber
language : en
Publisher:
Release Date : 2005
Cross Country Comparison Of Consumer Attitudes Toward Corporate Cause Related Marketing Campaigns written by Gayatri Vineet Kuber and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Consumers categories.
The Effects Of Cause Related Marketing Appeals On Consumer Purchase And Donation Behavior
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Author : Genice Jacobs
language : en
Publisher:
Release Date : 1993
The Effects Of Cause Related Marketing Appeals On Consumer Purchase And Donation Behavior written by Genice Jacobs and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Industries categories.