The Role of Cause Involvement, Attitude Toward Cause-related Marketing and Perceived Motivations in Predicting Consumers’ Intentions to Participate in a CRM Campaign
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
International Textile and Apparel Association Annual Conference
"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.