The Role of Cause Involvement, Attitude Toward Cause-related Marketing and Perceived Motivations in Predicting Consumers’ Intentions to Participate in a CRM Campaign
Document Type
Presentation
Presentation Date
1-1-2014
Abstract or Description
Presentation given at the International Textile and Apparel Association Annual Conference. Although cause-related marketing (CRM) campaigns can result in positive responses from consumers and increased purchase intentions (Gupta & Pirsch, 2006), in recent years there has been a backlash towards these campaigns. Critics of CRM question the transparency of the alliance and whether the firm is partnering with the cause to help it (other-serving motivations) or to simply increase their profits (self-serving motivations). As consumers are exposed to CRM on store shelves and in the media, they form their attitude toward CRM
Sponsorship/Conference/Institution
International Textile and Apparel Association Annual Conference
Location
Charlotte, NC
Source
https://lib.dr.iastate.edu/itaa_proceedings/2014/presentations/59/
Recommended Citation
Myers, Beth.
2014.
"The Role of Cause Involvement, Attitude Toward Cause-related Marketing and Perceived Motivations in Predicting Consumers’ Intentions to Participate in a CRM Campaign."
School of Human Ecology Faculty Presentations.
Presentation 330.
source: https://lib.dr.iastate.edu/itaa_proceedings/2014/presentations/59/
https://digitalcommons.georgiasouthern.edu/ecology-facpres/330
