Article2018

Testing the influence of message framing, donation magnitude, and product category in a cause-related marketing context

44 citations0/0 files storedJournal of Marketing Communications

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

Cause-related marketing (CRM) has developed into a versatile and cost-effective tool to accomplish corporate objectives. Understanding the consumer expectations and preferences while planning and designing effective CRM communication strategies has become necessary for marketers. In order to understand the effect of CRM communication on consumers purchase intention, two separate experiments were conducted to examine the interactive effect of donation message framing, donation magnitude, and product category with a sample of 180 participants for each. This study was drawn from a sample of undergraduate students from a mid-sized university in India. The results of study 1 indicated that exact message framing regardless of the product (i.e., high and low involvement) generated higher purchase intention. Study 2 demonstrated that purchase intention for high CRM donation magnitude was influenced most by product category involvement. Overall, the outcome suggests that design elements of CRM communication does influence consumer response to the campaign.

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1985Measuring the Involvement Construct 1982The need for cognition.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1977Content Analysis in Consumer Research 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy 1994The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising 1998Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell 1998A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned

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2022Impact of skepticism on CRM luxury campaign participation intention of Generation Z 2021A Fresh Start for Stigmatized Groups: The Effect of Cultural Identity Mindset Framing in Brand Advertising 2021Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product 2023Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach

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