Articlebronze2013

Does the Product Type Influence on Attitudes Toward Cause-Related Marketing?

M. Mercedes Galán‐Ladero · Clementina Galera Casquet · Víctor Valero Amaro · María Jesús Barroso‐Méndez

10 citations0/0 files storedEconomics & Sociology

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Environmental Sustainability in Business

Abstract

Many variables can influence consumer's purchase behavior in general, and attitudes towards Cause-Related Marketing (CRM) in particular.In this study, our aim is to analyze the possible relationship between attitudes toward CRM and purchase intention according to the product type involved in a CRM campaign.We analyzed a sample of 456 consumers and performed a correlation analysis.Results show there are significant positive relationships between attitudes toward CRM and purchase intention according to the product type, with particular relevance in utilitarian products.

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2001Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior 2004Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause 1998Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell 2007The Advantages of an Inclusive Definition of Attitude 1998A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned 2006Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction-Loyalty Framework 2006The company‐cause‐customer fit decision in cause‐related marketing 1999The Effects of Product Type and Donation Magnitude on Willingness to Pay More for a Charity‐Linked Brand

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