Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Extending the knowledge on cause-related marketing (CrM) campaign with focus on skepticism

Extending the knowledge on cause-related marketing (CrM) campaign with focus on skepticism This study aims to gain insight on evaluation of cause-related marketing (CrM) campaigns by the millennial with focus on skepticism, brand identity and patronage intention.Design/methodology/approachTo attain the above objective a conceptual model was developed and tested using structural equation modeling and confirmatory factor analysis.FindingsThe finding suggests that sub-segments exist among millennial segments. They can be classified into hedonic, utilitarian, individualistic and collectivists. Compared to utilitarian and individualistic customers hedonic and collectivists were found to evaluate CrM campaign more favorably. Utilitarian and individualistic depict skepticism toward CrM campaign.Practical implicationsThe in-depth knowledge gained about millennials is expected to benefit academicians and marketers alike. Academicians will be enriched by the knowledge of the micro-segments that exists among the millennial and how that had differential impact on their skepticism while evaluating CrM campaign. The marketers involved in the designing and implementation of the CrM campaign will be benefited from the in-depth knowledge of segments with lower and higher levels of skepticism. Such knowledge gained will help them develop more effective CrM campaign.Originality/valueOne of the contributions of the present study is that it extends the existing knowledge about millennials, particularly in the context of CrM campaign evaluation integrating it with other important variables such as skepticism, brand identity and patronage intention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png VINE Journal of Information and Knowledge Management Systems Emerald Publishing

Extending the knowledge on cause-related marketing (CrM) campaign with focus on skepticism

Download PDF
20 pages

Loading next page...
 
/lp/emerald-publishing/extending-the-knowledge-on-cause-related-marketing-crm-campaign-with-bKagohhzIL
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2059-5891
DOI
10.1108/vjikms-05-2019-0061
Publisher site
See Article on Publisher Site

Abstract

This study aims to gain insight on evaluation of cause-related marketing (CrM) campaigns by the millennial with focus on skepticism, brand identity and patronage intention.Design/methodology/approachTo attain the above objective a conceptual model was developed and tested using structural equation modeling and confirmatory factor analysis.FindingsThe finding suggests that sub-segments exist among millennial segments. They can be classified into hedonic, utilitarian, individualistic and collectivists. Compared to utilitarian and individualistic customers hedonic and collectivists were found to evaluate CrM campaign more favorably. Utilitarian and individualistic depict skepticism toward CrM campaign.Practical implicationsThe in-depth knowledge gained about millennials is expected to benefit academicians and marketers alike. Academicians will be enriched by the knowledge of the micro-segments that exists among the millennial and how that had differential impact on their skepticism while evaluating CrM campaign. The marketers involved in the designing and implementation of the CrM campaign will be benefited from the in-depth knowledge of segments with lower and higher levels of skepticism. Such knowledge gained will help them develop more effective CrM campaign.Originality/valueOne of the contributions of the present study is that it extends the existing knowledge about millennials, particularly in the context of CrM campaign evaluation integrating it with other important variables such as skepticism, brand identity and patronage intention.

Journal

VINE Journal of Information and Knowledge Management Systems – Emerald Publishing

Published: Apr 7, 2020

Keywords: Brand identity; Patronage intention; Marketing strategy; Cause-related marketing (CrM); Skepticism; CrM motives

References

  • Corporate social responsibility authenticity: investigating its antecedents and outcomes
    Alhouti, S.; Johnson, C.M.; Holloway, B.B.
  • Antecedents and consequences of consumer skepticism toward cause-related marketing: gender as moderator and attitude as mediator
    Amawate, V.; Deb, M.
  • Structural equation modeling in practice: a review and recommended two-step approach
    Anderson, J.C.; Gerbing, D.W.
  • Cynicism in the workplace: some causes and effects
    Andersson, L.M.; Bateman, T.S.
  • Effects of skepticism on consumer response toward cause-related marketing in Malaysia
    Anuar, M.M.; Mohamad, O.
  • Symmetrization properties of parabolic equations in symmetric domains
    Babin, A.V.
  • Overcoming skepticism toward cause-related marketing claims: the role of consumers’ attributions and a temporary state of skepticism
    Bae, M.
  • High-fit charitable initiatives increase hedonic consumption through guilt reduction
    Baghi, I.; Antonetti, P.
  • On the evaluation of structural equation models
    Bagozzi, R.P.; Yi, Y.
  • Strategic marketing for charitable organizations
    Barnes, N.G.; Fitzgibbons, D.A.
  • Consumer response to retailer use of cause-related marketing: is more fit better?
    Barone, M.J.; Norman, A.T.; Miyazaki, A.D.
  • Individual differences in the motivation to comply across cultures: the impact of social obligation
    Barrett, D.W.; Wosinska, W.; Butner, J.; Petrova, P.; Gornik-Durose, M.; Cialdini, R.B.
  • Measuring the hedonic and utilitarian sources of consumer attitudes
    Batra, R.; Ahtola, O.T.
  • The impact of perceived corporate social responsibility on consumer behavior
    Becker-Olsen, K.L.; Cudmore, B.A.; Hill, R.P.
  • Congruence of store image and self image-as it relates to store loyalty
    Bellenger, D.N.; Steinberg, E.; Stanton, W.W.
  • Significance tests and goodness of fit in the analysis of covariance structures
    Bentler, P.M.; Bonett, D.G.
  • The processing of cause-related marketing claims: cues, biases, or motivators
    Berger, I.E.; Cunningham, P.H.; Kozinets, R.V.; Arnould, E.J.; Scott, M.
  • Consumer–company identification: a framework for understanding consumers’ relationships with companies
    Bhattacharya, C.B.; Sen, S.
  • The woman at increased risk for breast cancer: evaluation and management strategies
    Bilimoria, M.M.; Morrow, M.
  • The locus of choice: personal causality and satisfaction with hedonic and utilitarian decisions
    Botti, S.; Mcgill, A.N.N.L.
  • Hedonic and utilitarian shopping goals: the online experience
    Bridges, E.; Florsheim, R.
  • Corporate social responsibility and cause-related marketing: an overview
    Brønn, P.S.; Vrioni, A.B.
  • The company and the product: corporate associations and consumer product responses
    Brown, T.J.; Dacin, P.A.
  • Alternative ways of assessing model fit
    Browne, M.W.; Cudeck, R.; Bollen, A.; Long, J.S.
  • To donate or not to donate? Product characteristics and framing effects of cause‐related marketing on consumer purchase behaviour
    Chang, C.T.
  • Guilt appeals in cause-related marketing: the subversive roles of product type and donation magnitude
    Chang, C.T.
  • Tugging on heartstrings: shopping orientation, mindset, and consumer responses to cause-related marketing
    Chang, C.T.; Cheng, Z.H.
  • Cosmopolitanism, individual-level values and cultural-level values: a cross-cultural study
    Cleveland, M.; Erdoğan, S.; Arıkan, G.; Poyraz, T.
  • Cause-related marketing: how generation Y responds
    Cui, Y.; Trent, E.S.; Sullivan, P.M.; Matiru, G.N.
  • Corporate social responsibility practices, corporate identity, and purchase intention: a dual-process model
    David, P.; Kline, S.; Dai, Y.
  • Impact of firm's reputation and ethnocentrism on attitude towards foreign products
    Deb, M.; Chaudhuri, H.R.
  • Impact of culture on religiosity, cosmopolitanism and ethnocentrism
    Deb, M.; Sinha, G.
  • Marketing with a conscience
    DiNitto, E.
  • An examination of the nature of trust in buyer–seller relationships
    Doney, P.M.; Cannon, J.P.
  • The current state of advertising ethics: industry and academic perspectives
    Drumwright, M.E.; Murphy, P.E.
  • Reaping relational rewards from corporate social responsibility: the role of competitive positioning
    Du, S.; Bhattacharya, C.B.; Sen, S.
  • Building corporate associations: consumer attributions for corporate socially responsible programs
    Ellen, P.S.; Webb, D.J.; Mohr, L.A.
  • Charitable programs and the retailer: do they mix?
    Ellen, P.S.; Mohr, L.A.; Webb, D.J.
  • Scepticism and corporate social responsibility communications: the influence of fit and reputation
    Elving, W.J.L.
  • Cause-relating marketing: the effects of purchase quantity and firm donation amount on consumer inferences and participation intentions
    Folse, J.A.G.; Niedrich, R.W.; Grau, S.L.
  • When is honesty the best policy? The effect of stated company intent on consumer skepticism
    Foreh, M.R.; Grier, S.
  • Linking green skepticism to green purchase behavior
    Goh, S.K.; Balaji, M.S.
  • Consumer stakeholder view of corporate social responsibility: a comparative analysis from USA and India
    Gupta, S.
  • The company-cause-customer fit decision in cause-related marketing
    Gupta, S.; Pirsch, J.
  • The broad embrace of luxury: hedonic potential as a driver of brand extendibility
    Hagtvedt, H.; Patrick, V.M.
  • Promoting brands across categories with a social cause: implementing effective embedded premium programs
    Henderson, T.; Arora, N.
  • Guilt appeals: persuasion knowledge and charitable giving
    Hibbert, S.; Smith, A.; Davies, A.; Ireland, R.
  • Consumer retail satisfaction in rural areas: a reanalysis of survey data
    Hildebrandt, L.
  • A review of scale development practices in the study of organizations
    Hinkin, T.R.
  • Building brand equity through corporate societal marketing
    Hoeffler, S.; Keller, K.L.
  • Evaluating model fit
    Hu, L.; Bentler, P.M.; Hoyle, R.H.
  • The relationship between job and life satisfaction: evidence from a remote mining community
    Iverson, R.D.; Maguire, C.
  • Corporate social responsibility effects on social network sites
    Jeong, H.J.; Paek, H.J.; Lee, M.
  • Cynicism and alienation as marketing considerations: some new ways to approach the female consumer
    Kanter, D.; Wortzel, L.
  • Self-control for the righteous: toward a theory of precommitment to indulgence
    Kivetz, R.; Simonson, I.
  • Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis
    Klein, J.; Dawar, N.
  • How to present donations: the moderating role of numeracy in cause-related marketing
    Klever, J.; Florack, A.; Chladek, A.
  • The impact of perceptual congruence on the effectiveness of cause-related marketing campaigns
    Kuo, A.; Rice, D.H.
  • An evolutionary process model of cause‐related marketing and systematic review of the empirical literature
    Lafferty, B.A.; Lueth, A.K.; McCafferty, R.
  • Factors impacting responses to cause-related marketing in India and the United States: novelty, altruistic motives, and company origin
    La Ferle, C.; Kuber, G.; Edwards, S.M.
  • Cause-related marketing in five unique cultures
    Laroche, S.
  • Increased word‐of‐mouth via strategic cause‐related marketing
    Lee Thomas, M.; Mullen, L.G.; Fraedrich, J.
  • The effect of corporate social responsibility on customer donations to corporate-supported nonprofits
    Lichtenstein, D.R.; Drumwright, M.E.; Braig, B.M.
  • Consumers’ perception of corporate social responsibilities: a cross-cultural comparison
    Maignan, I.
  • Nature of corporate responsibilities: perspectives from American, French, and German consumers
    Maignan, I.; Ferrell, O.C.
  • Corporate social responsibility in Europe and the US: insights from businesses’s self presentations
    Maignan, I.; Ralston, D.
  • Are sponsorship announcements good news for the shareholders? Evidence from international stock exchanges
    Mazodier, M.; Rezaee, A.
  • Corporate sponsorships of philanthropic activities: when do they impact perception of sponsor brand?
    Menon, S.; Kahn, B.E.
  • Consumer responses to corporate social responsibility initiatives: examining the role of brand/cause fit in cause-related marketing
    Nan, X.; Heo, K.
  • Cause–related marketing: uncovering the myth
    Nejati, M.; Amran, A.; Wen, G.T.Y.
  • Consumer world-mindedness, social-mindedness, and store image
    Nijssen, E.J.; Douglas, S.P.
  • Development of a scale to measure consumer skepticism toward advertising
    Obermiller, C.; Spangenberg, E.R.
  • Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention
    Patel, J.D.; Gadhavi, D.D.; Shukla, Y.S.
  • Self-reports in organizational research: problems and prospects
    Podsakoff, P.M.; Organ, D.W.
  • Common method biases in behavioral research: a critical review of the literature and recommended remedies
    Podsakoff, P.M.; MacKenzie, S.B.; Lee, J.Y.; Podsakoff, N.P.
  • Can the overcommercialization of cause-related marketing harm society?
    Polonsky, M.J.; Wood, G.
  • Self-construal and need-for-cognition effects on brand attitudes and purchase intentions in response to comparative advertising in Thailand and the United States
    Polyorat, K.; Alden, D.L.; Alden, D.L.
  • Advanced modeling of online consumer behavior: the moderating roles of hedonism and culture
    Richard, M.O.; Habibi, M.R.
  • Dimensions of corporate social responsibility (CSR) skepticism and their impacts on public evaluations toward CSR
    Rim, H.; Kim, S.
  • Rethinking the new corporate philanthropy
    Sasse, C.M.; Trahan, R.T.
  • The role of corporate social responsibility in strengthening multiple stakeholder relationships: a field experiment
    Sen, S.; Bhattacharya, C.B.; Korschun, D.
  • The influence of college students' shopping orientations and gender differences on online information searches and purchase behaviours
    Seock, Y.K.; Bailey, L.R.
  • Examining the role of CSR skepticism using fuzzy-set qualitative comparative analysis
    Skarmeas, D.; Leonidou, C.N.; Saridakis, C.
  • Donations to charity as purchase incentives: how well they work may depend on what you are trying to sell
    Strahilevitz, M.; Myers, J.G.
  • Effects of price premium and product type on the choice of cause-related brands: a Singapore perspective
    Subrahmanyan, S.
  • Does corporate sponsorship of a socially-oriented message make a difference? An investigation of the effects of sponsorship identity on responses to an anti-drinking and driving message
    Szykman, L.R.; Bloom, P.N.; Blazing, J.
  • Consumers’ skepticism toward advertising claims
    Tien, C.; Phau, I.; Timmermans, H.
  • Corporate social responsibility: attributions, loyalty, and the mediating role of trust
    Vlachos, P.A.; Tsamakos, A.; Vrechopoulos, A.P.; Avramidis, P.K.
  • Measuring the hedonic and utilitarian dimensions of consumer attitude
    Voss, K.E.; Spangenberg, E.R.; Grohmann, B.
  • The roles of credibility and social consciousness in the corporate philanthropy-consumer behaviour relationship
    Walker, M.; Kent, A.
  • Social responsibility and the Olympic games: the mediating role of consumer attributions
    Walker, M.; Heere, B.; Parent, M.M.; Drane, D.
  • A typology of consumer responses to cause-related marketing: from skeptics to socially concerned
    Webb, D.J.; Mohr, L.A.
  • Building brand equity with cause-related marketing: a comparison with sponsorship and sales promotion
    Westberg, K.; Pope, N.
  • A social actor conception of organizational identity and its implications for the study of organizational reputation
    Whetten, D.A.; Mackey, A.
  • Impact of consumers’ self-construal, empathy, and moral identity on purchase intention toward cause-related marketing goods: a perspective of the moderated mediation model
    Yang, H.T.; Yen, G.F.
  • Antecedents of consumer attitudes toward cause-related marketing
    Youn, S.; Kim, H.
  • The effect of vertical–horizontal individualism–collectivism on acculturation and the moderating role of gender
    Zhang, J.; Mandl, H.; Wang, E.
  • Social identity theory and the organization
    Ashforth, B.E.; Mael, F.
  • Public service advertisements: emotions and empathy guide prosocial behavior
    Bagozzi, R.P.; Moore, D.J.
  • Cause-related marketing influence on consumer responses: the moderating effect of cause–brand fit
    Bigné-Alcañiz, E.; Currás-Pérez, R.; Ruiz-Mafé, C.; Sanz-Blas, S.
  • How social-cause marketing affects consumer perceptions
    Bloom, P.N.; Hoeffler, S.; Keller, K.L.; Basurto Meza, C.E.
  • Tickled pink: the personal meaning of cause related marketing for customers
    Broderick, A.; Jogi, A.; Garry, T.
  • Expressing identity and shaping image: the relationship between corporate mission and corporate sponsorship
    Cunningham, S.; Cornwell, T.B.; Coote, L.V.
  • Examining fan reactions to game outcomes: a longitudinal study of social identity
    Dietz-Uhler, B.; Murrell, A.
  • O efeito do ceticismo na atitude e intenção de compra de produtos verdes
    Diógenes, A.P.; Silva, MEd.; Costa, J.S.
  • Guilty by association: when one's group has a negative history
    Doosje, B.; Branscombe, N.R.; Spears, R.; Manstead, A.S.R.
  • Company advertising with a social dimension: the role of noneconomic criteria
    Drumwright, M.E.
  • Off-field behavior of athletes and team identification: using social identity theory and balance theory to explain fan reactions
    Fink, J.S.; Parker, H.M.; Brett, M.; Higgins, J.
  • The persuasion knowledge model: how people cope with persuasion attempts
    Friestad, M.; Wright, P.
  • An index and test of linear moderated mediation
    Hayes, A.F.
  • Beyond Baron and Kenny: statistical mediation analysis in the new millennium
    Hayes, A.F.
  • Does perceived consumer fit matter in corporate social responsibility issues?
    Lee, E.M.; Park, S.-Y.; Rapert, M.I.; Newman, C.L.
  • The double-edge effect of retailers’ cause-related marketing: when scepticism cools the warm-glow effect
    Mimouni Chaabane, A.; Parguel, B.
  • Exploring the interactive effects of brand use and gender on cause-related marketing over time
    Nelson, M.R.; Vilela, A.M.
  • The competitive advantage of corporate philanthropy
    Porter, M.E.; Kramer, M.R.
  • Does doing good always lead to doing better? Consumer reactions to corporate social responsibility
    Sen, S.; Bhattacharya, C.B.
  • Achieving marketing objectives through social sponsorships
    Simmons, C.J.; Becker-Olsen, K.L.
  • Is publicity always better than advertising? The role of brand reputation in communicating corporate social responsibility
    Skard, S.; Thorbjørnsen, H.
  • Consumer perceptions of compatibility in cause-related marketing messages
    Trimble, C.S.; Rifon, N.J.
  • Corporate social responsibility and corporate citizenship: towards corporate accountability
    Valor, C.