Article2008

Impacts of a Thai cause‐related marketing program on corporate image

Apisit Chattananon · Meredith Lawley · Numchai Supparerkchaisakul · Lackana Leelayouthayothin

46 citations0/0 files storedInternational Journal of Emerging Markets

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

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

Abstract

Purpose The purpose of this paper is to describe research which tested a Thai model of cause‐related marketing's impact on corporate image. Design/methodology/approach Data were gathered from 1,071 participants in an established award winning cause‐related program in Thailand and analyzed using multiple regression. Findings Findings indicated that a cause‐related marketing program can create positive attitudes toward corporate image. One specific demographic characteristic of respondents, household income level, showed a significant influence with participants from lower income households developing more positive attitudes than those from higher income households. Research limitations/implications The data were gathered from participants in one program only, hence future research could extend these findings to other programs to test their generalisability. Practical implications The proposed model serves as a basis for marketers to understand the influence of a cause‐related marketing program on the attitudes of Thai consumers who participated in the program toward corporate image. The results highlighted the importance of matching the company, its target market, participants in the program and the communication about the program to achieve desired results. Originality/value This empirical study contributes to cause‐related marketing research by focusing on a previously unresearched group, the participants in a program. In addition it was undertaken in an emerging market, Thailand.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 46 citations exist upstream.

References

2004Case Study Research 1979Review of Psychometric theory (2nd ed.).2001Corporate Social Responsibility: A Theory of the Firm Perspective 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1988CORPORATE SOCIAL RESPONSIBILITY AND FIRM FINANCIAL PERFORMANCE.1996Reputation: Realizing Value from the Corporate Image 2002The competitive advantage of corporate philanthropy.1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy

Cited by

2012The Effect of Customer Trust on Customer Loyalty and Customer Retention: A Moderating Role of Cause Related Marketing 2014Antecedents and consequences of consumers’ attitudinal dispositions toward cause-related marketing in Egypt 2017Effectiveness of cause‐related marketing for differential positioning of market entrant in developing market: An exploratory study in Indian context 2019Cause-related marketing: an exploration of new avenues through conjoint analysis 2015How to go green: unraveling green preferences of consumers

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.