Effects of consumer–cause fit and consumer–product fit of cause‐related marketing on product purchase intention

2020 ◽  
Author(s):  
Hyein Sung ◽  
Junyong Kim ◽  
Hyewon Choi
Keyword(s):  
Purchase Intention ◽  
Consumer Product ◽  
Cause Related Marketing

scholarly journals PENGARUH TESTIMONIAL DAN ELECTRONIC WORD OF MOUTH (eWOM) TERHADAP PURCHASE INTENTION (Studi Pada toko online shop LA FLORIST Kediri)

2019 ◽  
Vol 1 (1) ◽  
Author(s):  
Ahmad Syifa ◽  
Budi Heryanto ◽  
Sri Rochani
Keyword(s):  
Data Collection ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Total Population ◽  
Consumer Product ◽  
Electronic Word Of Mouth ◽  
Test Results ◽  
Literature Study ◽  
Test Variable ◽  
Simultaneous Testing

The purpose of this study is as follows: To determine the effect of testimonials on purchase intention On the Product LA Florist, to identify the Influence of eWOM ( Electronic Word Of Mouth ) towards the Purchase Intention on the Product LA Florist, to identify the Influence of Testimonials And eWOM ( Electronic Word Of Mouth ) toward the Purchase Intention on the Product LA Florist. Population in this research is on consumer product LA Florist that totaled 56. The sample used is the whole of the total population. Methods of data collection using questionnaire, observation, interview, and literature Study. Partial test results showed that the influential and significant between the variables of testimonials on Purchase Intention as evidenced by the significant value of 0.000 which is smaller than 0.05 (0.000 < 0,05). Partial test results showed that the influential and significant between the variables of eWOM towards Purchase Intention as evidenced by the significant value of 0.005 which is smaller than 0,05 (0,005 < 0,05). Based on the results of the calculation of the obtained significant value is 0.000. This shows that the significant value of F test variable testimonials and eWOM <0.05, which means that the result of simultaneous testing are testimonial and eWOM influence thePurchase Intention Tujuan penelitian ini adalah sebagai berikut: Untuk mengetahui pengaruh testimonial terhadap purchase intention Pada Produk LA Florist, untuk Mengetahui Pengaruh Antara eWOM ( Elektronik Word Of Mouth ) terhadap Purchase Intention pada Produk LA Florist, untuk Mengetahui Pengaruh Antara Testimonial Dan eWOM ( Elektronik Word Of Mouth ) teradap Purchase Intention pada Produk LA Florist. Populasi dalam penelitian ini adalah konsumen pada produk LA Florist yang berjumlah 56. Sampel yang digunakan adalah seluruh dari total populasi. Metode pengumpulan data menggunakan kuisioner, obsevasi, wawancara, dan Studi kepustakaan. Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel testimonial terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,000 dimana lebih kecil dari 0,05 (0,000 < 0,05). Hasil pengujian secara parsial menunjukan bahwa berpengaruh dan signifikan antara variabel eWOM terhadap Purchase Intention yang dibuktikan dengan nilai signifikan sebesar 0,005 dimana lebih kecil dari 0,05 (0,005 < 0,05). Berdasarkan hasil perhitungan diperoleh nilai signifikan adalah 0,000. Hal ini menunjukan bahwa nilai signifikan uji F variabel testimonial dan eWOM <0,05 yang berarti hasil dari pengujian simultan ini adalah testimonial dan eWOM berpengaruh terhadap Purchase Intention.

scholarly journals A Qualitative Study of Cause-Related Marketing Campaigns and Consumers’ Purchase Intention of On-Demand Ride Services in Egypt

2019 ◽  
Vol 5 (1) ◽  
pp. 26
Author(s):  
Rana Essam Shazly ◽  
Abeer A. Mahrous
Keyword(s):  
Purchase Intention ◽  
Qualitative Interviews ◽  
Negative Effects ◽  
Consumer Responses ◽  
Factors Affecting ◽  
On Demand ◽  
Cause Related Marketing ◽  
Corporate Credibility ◽  
Social Venture ◽  
Cause Involvement

Corporate Social Responsibility (CSR) has become a matter of interest for academics and practitioners especially in the form of Cause-Related Marketing (CRM). The paper aims to revisit CRM campaign dimensions shaping consumer responses in terms of attitude toward firms and purchase intention in a less research market such as Egypt. Exploratory qualitative interviews were employed of thirteen in-depth interviews and one focus group (seven participants) with Egyptians using on-demand ride services. The current study shed the lights on the main CRM campaign factors affecting purchase intention and firm attitude. Those factors are cause involvement, consumers’ participation effort, company-cause fit, corporate credibility, altruistic attribution, campaign feedback, socio-demographic dimensions, and skepticism. Results revealed that campaign feedback has a master effect on consumers’ attitudes and purchasing behavior and wasn’t studied heavily in the literature. Also, the importance of the cause itself and how consumers are personally involved in the social issue is of great concern. Consumers’ skepticism and degree of participation effort required from consumers result in negative effects on their attitude toward firms which in turn affect their purchase intention. Yet, managers should inform consumers by how the company is using their donations, additionally; they should hamper consumers’ skepticism and enhance their trust in the socially conscious brands. People have to be updated with the campaign’s achievement and progress on a regular base. Eventually, determining the antecedents of CRM campaigns would help managers in selecting the best partners for an effective social venture.

Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials

2020 ◽  
Vol 37 (5) ◽  
pp. 923-943 ◽  
Author(s):  
Judith Partouche ◽  
Saeedeh Vessal ◽  
Insaf Khelladi ◽  
Sylvaine Castellano ◽  
Georgia Sakka
Keyword(s):  
South African ◽  
Regulatory Focus ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Product Type ◽  
Purchase Behavior ◽  
Content Type ◽  
Cause Related Marketing ◽  
Behavior Study ◽  
Hedonic Products

Purpose The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns. Design/methodology/approach Three experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3). Findings The results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals. Research limitations/implications Inconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries. Practical implications To improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products. Social implications CRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes. Originality/value This paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.

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