Understanding factors influencing consumer attitudes toward cause‐related marketing |
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| Authors: | M Mercedes Galan Ladero Clementina Galera Casquet Jaywant Singh |
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| Affiliation: | 1. Business Management and Sociology, University of Extremadura, Spain;2. Kingston Business School, Kingston University, UK |
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| 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.
Copyright © 2014 John Wiley & Sons, Ltd. |
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