Effect of Cause-Related Marketing and Brand on Consumer Purchase Intention: Mediating Role of Emotions

Abstract

Cause-related marketing is one of the corporate social responsibility strategies that helps build corporate reputation, brand, and image. To understand the influencing factors before purchase actions in cause-related marketing, this study investigates whether consumers’ purchase intention is affected by brand and personal emotions. The “questionnaire survey method” was adopted for data collection, with a total of 379 valid samples retrieved for hypothesis testing. The partial least squares (PLS) analysis tool was used for verification. The results indicate that cause-related marketing activities have a positive impact on brand impression, and brands influence purchase intention. Additionally, emotions play a mediating role between cause-related marketing activities and purchase intention. This research contributes to understanding the relationship between cause-related marketing, brands, and purchase intention. This research also contributes to understanding the corporate comprehension of cause-related marketing strategies and provides reference for sustainable development research.

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