Title

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

Publication Date

1-1-2014

Abstract

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/

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