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Antecedents of Consumer Attitudes toward Cause-Related Marketing

174 citations0/0 files storedJournal of Advertising Research

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Consumer Behavior in Brand Consumption and Identification Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability

Abstract

ABSTRACT Using a nationally representative sample, this study demonstrated the importance of psychographics in profiling cause-related marketing advocates. For specific social causes relating to minorities, public self-consciousness and a sense of personal and social responsibility appeared to be important predictors. For charitable causes, along with the two factors just mentioned, several other psychographic factors including interpersonal trust, religious belief, social networks, external locus of control, and advertising skepticism had positive relationships with consumer attitudes toward cause-related marketing. Previous prosocial activities such as charitable contributions and civic engagement also affected consumer support for corporate cause-marketing efforts. Practical and theoretical implications were discussed.

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References

1980Understanding Attitudes and Predicting Social Behavior 1966Generalized expectancies for internal versus external control of reinforcement.2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1960The Functional Approach to the Study of Attitudes 1998Understanding and assessing the motivations of volunteers: A functional approach.2004Prosocial Behavior: Multilevel Perspectives 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy

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2018Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image 2014Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing 2010The Moderating Influence of Consumers' Temporal Orientation on the Framing of Societal Needs and Corporate Responses in Cause-Related Marketing Campaigns 2016Corporate social responsibility: Findings from the Chinese hospitality industry

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