Cause-related Marketing Campaigns: Do Consumer Perceptions and Brand Motivations Matter?

Document Type

Article

Publication Date

2015

Publication Title

Journal of Brand Strategy

ISSN

2045-855X

Abstract

This study investigates the influence of cause involvement, perceptions of cause-related marketing (CRM), perceived brand motivations and CRM campaign attitudes on consumers’ intentions to participate in a CRM campaign. Hypotheses were tested in the context of a hypothetical CRM scenario in an online survey administered to 745 US consumers. Findings indicate that cause involvement and perceptions of CRM influence perceived brand motivations, and that CRM campaign attitude partially mediates the effect of cause involvement and perceptions of CRM on participation intentions. Managerial and theoretical implications are discussed.

Comments

Copyright and Open Access: http://sherpa.ac.uk/romeo/issn/2045-855X/

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