Transaction-Based Cause-Related Marketing: The Role of Consumer Trust and Self-congruity on Purchase Intention

Authors

• Dawn D. HartFollow
• Doug Johansen, Jacksonville UniversityFollow

Document Type

Conference Proceeding

Publication Date

2022

Abstract

The link between corporations, their socially responsible activities, and business performance has become irrefutable (Marconi, 2002). Companies grapple with how to successfully implement their socially responsible marketing activities (Marconi, 2002). Corporate social responsibility has various initiatives including corporate philanthropy, corporate statesmanship, through-the-firm giving, and profit motivated giving (Varadarajan & Menon, 1988). Cause-related marketing includes a profit motive (Varadarajan & Menon, 1988). Several studies find cause-related marketing efforts have the potential to affect consumers’ purchase intentions (Webb & Mohr, 1998).

Copyright

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DOI

10.20429/amtp.2022.63

Recommended Citation

Hart, Dawn D. and Johansen, Doug, "Transaction-Based Cause-Related Marketing: The Role of Consumer Trust and Self-congruity on Purchase Intention" (2022). AMTP Proceedings 2022. 63.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/63