Cause-Related Marketing in India: Effect of Cause Involvement on Purchase Intention

2017 ◽  
Author(s):  
Vivek Aggarwal ◽  
Vinod Kumar Singh
Keyword(s):  
Purchase Intention ◽  
Cause Related Marketing ◽  
Cause Involvement

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.

Cause-related marketing and start-ups: moderating role of cause involvement

2019 ◽  
Vol 10 (1) ◽  
pp. 16-30 ◽  
Author(s):  
Vivek Aggarwal ◽  
Vinod Kumar Singh
Keyword(s):  
Small Businesses ◽  
Purchase Intention ◽  
Social Issues ◽  
Content Type ◽  
Cause Related Marketing ◽  
Cause Involvement ◽  
Start Ups ◽  
Moderating Role ◽  
Society Today

PurposeCause-related marketing (CrM) through social campaigns is becoming one of the main strategic marketing tools for large businesses. The purpose of this study is to find out the significance of CrM for start-ups and to evaluate the moderating role of cause involvement of consumer on the impact of CrM campaigns on purchase intention of consumers.Design/methodology/approachBoth structural equation modelling and hierarchical analysis were used to evaluate the responses of 1,425 male and female consumers in India towards CrM campaign.FindingsThe results revealed that the effect of CrM campaigns on purchase intention of consumers is significantly moderated by consumers’ cause involvement. Thus, companies must extend support to causes having high consumer involvement.Research limitations/implicationsBased on their findings, the authors suggest finding out the effects of CrM on the long-term sustainability of the start-ups in more detail, especially in developing countries like India. The scope of this study is one country-based; thus, research findings may not be generalised.Practical implicationsSmall businesses that are able to understand the needs of their own communities and recognise that through their efforts they can bring large impact on social issues and will see success through their socially responsible mindset. Society today needs businesses to support good causes. The best model of CrM, especially for start-ups, is the one in which while making a payment for a service or purchasing a product, the consumer is asked to make an additional payment for the social cause.Social implicationsSociety today needs businesses to support good causes. CrM campaigns provide consumers a chance to help the less fortunate and do so in regular and convenient ways. The study indicates the importance of both corporate citizenship and social responsibility among small businesses.Originality/valueWhile the current results show that the majority of studies were based on large business, this paper shows that the CrM can be useful for start-ups, medium and small businesses also. The suggested model can be an innovative way to implement CrM without incurring any additional cost. The conclusions confirm within a wider context the role of cause involvement as a moderator of the purchase intention and can further assist start-ups and small-scale companies in designing better targeted CrM campaigns benefiting the society at large.

scholarly journals Cause Related Marketing and Purchase Intention Consumers' Goods in Nepal

2013 ◽  
Vol 28 (1-2) ◽  
pp. 89-98
Author(s):  
Jayant Nath Khanal
Keyword(s):  
Social Development ◽  
Purchase Intention ◽  
Emerging Market ◽  
Influencing Factor ◽  
Message Framing ◽  
Level Of Involvement ◽  
Consumer Responses ◽  
Cause Related Marketing ◽  
Cause Involvement ◽  
Considerable Work

In an emerging market, social development is an imperative, brands, consumers and society will benefited by cause-related marketing (CRM) that could provide an avenue to those in need receive more support than can be provided by traditional means. Though considerable work on CRM campaign sand consumer responses to them have been undertaken show ever, not much research has been done in this field in Nepal. In this connection, present study attempts to examine consumer responses on CRM, and particularly investigates whether the consumers’ level of involvement with a cause and the way in which the message is framed influence purchase intention. This study reveals that cause involvement is significantly influencing factor fir purchase intention while message framing did not. Therefore, there was no interaction between cause involvement and message framing.

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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