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

2019 ◽  
Author(s):  
Rana Essam ◽  
Abeer A. Mahrous
Keyword(s):  
Qualitative Study ◽  
Purchase Intention ◽  
On Demand ◽  
Cause Related Marketing

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.

scholarly journals PROPOSED MODELS FOR CSR MARKETING COMMUNICATIONS ON FACEBOOK BASED ON COMPANY-CAUSE FIT AND CONSUMER RESPONSES

2021 ◽  
Vol 3 (8) ◽  
pp. 98-118
Author(s):  
Ronnie Pangan ◽  
Jaehak Shim
Keyword(s):  
Regression Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
The Philippines ◽  
The Other ◽  
Marketing Communications ◽  
Consumer Responses ◽  
Cause Related Marketing ◽  
Within Subjects ◽  
Corporate Social

Businesses should use Corporate Social Responsibility (CSR) marketing communications to show genuine support for stakeholders affected by the Covid19 pandemic. Two forms of CSR marketing communications were focused on: cause-related marketing (CRM) and cause sponsorship (CS). This research looked into how CRM and CS impact customer responses to: a) like/join the company's Facebook page, b) exchange CSR activities through eWOM (electronic word-of-mouth), and c) intention to buy the company's products and services (purchase intention). The company-cause fit was the dependent variable that was tested against the three responses. A survey-based within-subjects experiment of CRM and CS x 2 (good fit / bad fit) was conducted on active Facebook users aged 18 to 64 years old. Ten (10) pre-selected firms from the Philippines' Top 30 Businesses were listed, These companies released both CRM and CS Facebook posts. The CRM posts were shown to half of the sample size (n=136), while the CS posts were shown to the other half (n=136) and rated by a questionnaire. This research suggested models based on regression analysis and modeling that would advise companies how to better conduct CRM and CS online operations in order to maximize investments, especially during periods of crisis like the Covid19 pandemic.

scholarly journals FENOMENA PASAR KAGET DI KOTA BATAM TAHUN 1980-2015 (Sebuah Tinjauan Historis) PHENOMENON OF A TEMPORARY MARKET IN BATAM YEAR 1980-2015 (An Historical Overview

2017 ◽  
Vol 6 (1) ◽  
Author(s):  
Tri Tarwiyani ◽  
Arnesih Arnesih ◽  
Novita Mandasari Hutagaol
Keyword(s):  
Qualitative Study ◽  
Population Increase ◽  
Historical Overview ◽  
Trading Activity ◽  
Historical Approach ◽  
Historical Method ◽  
On Demand ◽  
Market Town ◽  
Traditional Market ◽  
The City

Pertumbuhan industri di Batam mengakibatkan jumlah penduduk di Batam mengalami peningkatan. Peningkatan jumlah penduduk berdampak kepada permintaan fasilitas kota yang memadai untuk memenuhi kebutuhan penduduk kota Batam. Salah satu fasilitas tersebut adalah tersedianya pasar, sebagai tempat pemenuhan kebutuhan pokok seperti sandang dan pangan. Fenomena yang muncul di Batam adalah berkembangnya pasar kaget sebagai salah satu jenis pasar tradisional yang  ada hampir diseluruh kecamatan, perumahan yang ada di kota Batam. Tujuan penelitian ini adalah untuk mengetahui sejarah dan berkembangnya pasar kaget di Batam tahun 1980 hingga tahun 2015. Penelitian ini adalah penelitian kualitatif historis dengan pendekatan sosial ekonomi. Metode penelitian yang digunakan adalah metode sejarah yang mencakup heuristik (pengumpulan sumber), kritik sumber, interpretasi, dan historiografi. Berdasarkan hasil penelitian diperoleh pasar kaget telah ada di Batam sejak tahun 1990, berawal dari aktivitas jual beli di pelabuhan yang kemudian berkembang menjadi pasar kaget. Pasar kaget merupakan pasar yang tidak mendapatkan izin beroperasi (illegal) dari Dinas Pasar kota Batam. Berkembangnya pasar kaget akibat harga bahan pokok yang dijual lebih murah dibandingkan pasar tradisional lainnya. Kata Kunci: Kota Batam, Pasar Kaget, Pasar TradisionalIndustrial growth in Batam resulted in a population increase. The increase of population impacts on demand for extra facilities to meet Batam citizen needs. One such facility is the availability of the market, as the fulfillment of basic needs such as food and clothing. The phenomenon that appears in Batam is a growing market in shock as one of the traditional market in nearly all districts, housing in the city of Batam. The purpose of this study is to know the history and development of shock market in Batam from 1980 to 2015. This study is a qualitative study of historical approach to social and economic. The method used is the historical method that includes heuristics (collection of sources), source criticism, interpretation, and historiography. Based on the results obtained surprised the market has been in Batam since 1990, started from the trading activity in the harbor which later evolved into shock market. Shocked the market is a market that did not get permission to operate (illegal) from the Office of the market town of Batam. The growing market shock due to the price of basic commodities are sold cheaper than other traditional markets.Keywords: Batam city, shocked the market, traditional market

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