Examining the Relationship between Cause-Related Marketing Campaigns Dimensions and Consumers’ Purchase Intention

2020 ◽  
Author(s):  
Rana Essam ◽  
Abeer A. Mahrous
Keyword(s):  
Purchase Intention ◽  
Cause Related Marketing ◽  
The Relationship

The role of consumer-cause identification and attitude in the intention to purchase cause-related products

2018 ◽  
Vol 37 (4) ◽  
pp. 603-620 ◽  
Author(s):  
Paulo Alexandre de Oliveira Duarte ◽  
Susana Costa e Silva
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Personal Identification ◽  
Path Modeling ◽  
Content Type ◽  
Cause Related Marketing ◽  
Intention To Purchase ◽  
Gender And Age ◽  
The Relationship

Purpose The purpose of this paper is to extend prior research on the influence of consumer-cause identification on the intention to purchase products from the companies supporting the cause and re-evaluates the role of attitude toward the cause as a mediator of the relationship between identification and intention to purchase. Design/methodology/approach Using a questionnaire, a sample of 156 Portuguese consumers evaluated their personal identification and attitude to one of four causes. Partial least squares path modeling was used to evaluate the proposed conceptual model. Findings The results reveal that more than identification, a positive attitude is vital to be able to predict the intention to purchase. Together, consumer-cause identification and attitude explain 35.1 percent of the variance in purchase intention. The findings show also that attitude acts as a mediator in the relationship between the identification with the cause and intention to purchase. Several differences regarding gender and age are also revealed. Originality/value While the majority of studies were single cause evaluations, the current results are based on the assessment of multiple causes. Consequently, the findings are more comprehensive and robust, providing important insights to researchers. The conclusions confirm within a wider context the role of attitude as a mediator of the identification and intention to purchase and can further assist companies in designing better targeted cause-related marketing campaigns.

Millennial consumers' perception of sportswear brand globalness impacts purchase intention in cause-related product marketing

2017 ◽  
Vol 45 (8) ◽  
pp. 1319-1335 ◽  
Author(s):  
Woo-yeul Baek ◽  
Kevin K. Byon ◽  
Young-hwan Choi ◽  
Choon-woo Park
Keyword(s):  
College Students ◽  
South Korea ◽  
Purchase Intention ◽  
Positive Influence ◽  
Convenience Sample ◽  
Managerial Decisions ◽  
Cause Related Marketing ◽  
Structural Relationships ◽  
Study Results ◽  
The Relationship

Our purpose in this study was to examine the structural relationships among the perceptions of college-aged millennials of brand globalness, brand–cause fit, firm motive, and purchase intention in regard to cause-related marketing (CRM) of a product in the sportswear industry. A convenience sample of college students (N = 382) at two universities in a metropolitan city of South Korea participated in the study. Results showed that the college-aged millennials' perception of brand globalness influenced their perceptions of brand–cause fit and firm motive and, subsequently, their purchase intention of a CRM product. In addition, we found that college-aged millennials' perceived brand–cause fit had a positive influence on both perception of firm motive and purchase intention toward the CRM product, and, that firm motive perception partially mediated the relationship between brand–cause fit perception and purchase intention. Consequently, the findings extend previous studies on CRM effectiveness and provide a useful rationale for making managerial decisions when implementing a CRM campaign in sportswear firms.

Analisis Pengaruh Interactivity Dan Sincerity Pada Social Mediaaccount Musisi Terhadap Sense Of Closeness Dan Reciprocity Antara Musisi Dengan Fans dan Implikasinya Terhadap Legal Purchase Intent Telaah Pada Social Media Account Instagram @Duadrum

2018 ◽  
Vol 9 (2) ◽  
pp. 49-61
Author(s):  
Moses Natadirja
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Positive Relationship ◽  
Structural Model ◽  
Distribution Channel ◽  
Online Questionnaire ◽  
Channel One ◽  
Limited Budget ◽  
Marketing Social ◽  
The Relationship

Social media nowadays can be used not only for interacting with each other, exchanges ideas, and develop new friends, furthermore it can be used to promote and selling products or services. It is also used for musician for sales and promotion of their CD album to their fans through social media, especially for musicians , who choose to be independent with limited budget and distribution channel. One of the musician who choose to be independent is Dua Drum. The purpose of this study is to examine the relationship between musician’s social media (Interactivity & Sincerity), the tie that fans may develop via social media (Sense of Closeness & Reciprocity), and purchase legal CD album. This Research is using a quantitative approach with gathering 127 responses through online questionnaire and analyzed using Structural Model Equation (SEM). The result of this research is there are a positive relationship between Interactivity & Sincerity with Sense of Closeness & Reciprocity, and also a positive relationship between Sense of Closeness & Reciprocity with Legal Purchase Intention of CD album. Keywords: Music, Internet Marketing, Social Media Marketing, Purchase Intention

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

scholarly journals Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty
Keyword(s):  
Customer Satisfaction ◽  
Life Insurance ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Digital Transformation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Five Dimensions ◽  
Customer Involvement ◽  
The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

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