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Understanding factors influencing consumer attitudes toward cause‐related marketing

Understanding factors influencing consumer attitudes toward cause‐related marketing
Understanding factors influencing consumer attitudes toward cause‐related marketing
Cause‐related marketing (CRM) has proliferated as a marketing strategy and is being employed by numerous brands across product categories. Despite its widespread popularity, not much is known about the factors that influence consumer attitudes toward CRM. In this study, we investigate the antecedents of consumer attitudes toward CRM, specifically sociodemographic characteristics, consumer susceptibility to interpersonal influence, and mediating role of consumer values. We test causal relationships employing a partial least squares‐based structural equation model. The data are collected via a structured questionnaire resulting in 456 valid responses. Our study demonstrates that attitudes toward CRM are influenced by sociodemographic characteristics with personal values acting as mediator. In addition, our findings show that consumer susceptibility to interpersonal influence affects the importance given to values, which in turn influences attitudes toward CRM. Our study makes theoretical contributions in the domain of CRM, specifically regarding the role of personal values, interpersonal influences, and sociodemographic factors in influencing attitudes toward CRM. In addition, the findings have relevance for managers responsible for their CRM campaigns.
52-70
Galan Ladero, M. Mercedes
2f85f106-ef51-4c2c-b9ee-5f8441569f78
Galera Casquet, Clementina
9b2779c9-f3c7-424e-a1ed-67974d31167e
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Galan Ladero, M. Mercedes
2f85f106-ef51-4c2c-b9ee-5f8441569f78
Galera Casquet, Clementina
9b2779c9-f3c7-424e-a1ed-67974d31167e
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531

Galan Ladero, M. Mercedes, Galera Casquet, Clementina and Singh, Jaywant (2015) Understanding factors influencing consumer attitudes toward cause‐related marketing. International Journal of Nonprofit Voluntary Sector Marketing, 20 (1), 52-70. (doi:10.1002/nvsm.1517).

Record type: Article

Abstract

Cause‐related marketing (CRM) has proliferated as a marketing strategy and is being employed by numerous brands across product categories. Despite its widespread popularity, not much is known about the factors that influence consumer attitudes toward CRM. In this study, we investigate the antecedents of consumer attitudes toward CRM, specifically sociodemographic characteristics, consumer susceptibility to interpersonal influence, and mediating role of consumer values. We test causal relationships employing a partial least squares‐based structural equation model. The data are collected via a structured questionnaire resulting in 456 valid responses. Our study demonstrates that attitudes toward CRM are influenced by sociodemographic characteristics with personal values acting as mediator. In addition, our findings show that consumer susceptibility to interpersonal influence affects the importance given to values, which in turn influences attitudes toward CRM. Our study makes theoretical contributions in the domain of CRM, specifically regarding the role of personal values, interpersonal influences, and sociodemographic factors in influencing attitudes toward CRM. In addition, the findings have relevance for managers responsible for their CRM campaigns.

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More information

Accepted/In Press date: 26 November 2014
e-pub ahead of print date: 29 December 2014
Published date: February 2015

Identifiers

Local EPrints ID: 435962
URI: http://eprints.soton.ac.uk/id/eprint/435962
PURE UUID: 5b915277-1744-4f8f-9605-07b3482004cf
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 25 Nov 2019 17:30
Last modified: 10 Nov 2021 04:00

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Contributors

Author: M. Mercedes Galan Ladero
Author: Clementina Galera Casquet
Author: Jaywant Singh ORCID iD

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