Article2009

Overcoming skepticism towards cause related claims: the case of Norway

113 citations0/0 files storedInternational Marketing Review

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Purpose This study, conducted in Norway, aims to investigate whether increasing consumers' familiarity by repeating cause related marketing (CRM) claims helps in reducing their skepticism towards CRM campaigns. It also seeks to test whether the relationship between familiarity and skepticism may be moderated by skepticism towards advertising in general. Design/methodology/approach A single factor experimental design with four levels of claim repetition was utilized to test the hypothesized effects between claim repetition, familiarity, skepticism towards advertising and skepticism towards CRM claim. Findings The findings support the hypothesized effects. Repeating claims helps in overcoming skepticism towards CRM claims and also reduces the adverse effects of skepticism towards advertising. Research limitations/implications The paper does not measure the kind of thoughts that result from the repetitions nor does it account for the effect of using a variety of sources for providing the information instead of just one. Practical implications The study demonstrates that marketers can overcome skepticism towards CRM with repetitions of claims, that awareness and credibility can be created by familiarizing the market with the campaign. This is especially beneficial for a lesser known company that can use repeated CRM claims to gain familiarity and create positive attitudes. Originality/value This paper draws a parallel between general advertising and CRM communications to show that important findings from advertising are not only applicable to CRM campaigns but also critical to its success.

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References

1997The Company and the Product: Corporate Associations and Consumer Product Responses 2005Research methods in the social sciences 1980Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis 2010How can corporate social responsibility activities create value for stakeholders? A systematic review 1998Development of a Scale to Measure Consumer Skepticism Toward Advertising 2003When Is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism 2000The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?1998A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned

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2011Corporate social responsibility or cause‐related marketing? The role of cause specificity of CSR 2016Dimensions of effective CSR communication based on public expectations 2019Structured review using TCCM and bibliometric analysis of international cause-related marketing, social marketing, and innovation of the firm 2016Dimensions of corporate social responsibility (CSR) skepticism and their impacts on public evaluations toward CSR

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