عنوان مقاله [English]
Nowadays, Cause-related marketing is one of the common strategies to encourage consumers to buy products which simultaneously support a social cause. However, few studies have been conducted in Iran`s social context about how consumers respond to this type of marketing strategy. Therefore, the authors of this study, using two separate 2*2 factorial experimental designs, examined how consumers respond to the structural factors of cause related marketing campaigns.In first study, after examining two structural factor of campaign from company`s side through a 2(corporate reputation:high/low)*2(donation amount:high/low) factorial between subject design, The results show that when donation amount is high and corporate reputation is good, perceived altruism motivation, perceived price fairness, campaign credibility, campaign attitude, purchase intention and word of mouth is significantly higher than when the donation amount is low and corporate reputation is inappropriate. Also, in the second study, the role of two structural factors campaign from cause`s was examined in a 2(cause importance: important/unimportant) *2(cause-product fit: high/low) factorial experimental design. The results show that, except the role of cause-product fit in perceived price fairness, in other states these factors influence on the cognitive, affective and conative aspect of consumer response. In addition, the results of second study suggest that when a cause importance is low, a high cause-product fit can lead to more positive response.
Alavi, S. M., Ebrahimi, A., & Najafi Siahroudi, M. (2016). Investigating the Effects of Cause-Related Buying Motives on Customer Attitude and Purchase Intention. Journal of Brand Management, 3(3), 49 -78. (in Persian)
Barnes, N. (2015). Partners in profits: Small businesses move slowly into cause-related marketing. Journal of Small Business Strategy, 9(1), 47-55.
Bergkvist, L., &Zhou, K. Q. (2019). Cause-related marketing persuasion research: an integrated framework and directions for further research. International Journal of Advertising, 38(1), 5-25.
Bhattacharya, C. B., &Sankar Sen. (2003). Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 67(2), 76-88.
Bigné-Alcañiz, E., Currás-Pérez, R., Ruiz-Mafé, C., &Sanz-Blas, S. (2010). Consumer behavioural intentions in cause-related marketing: The role of identification and social cause involvement. International Review Public Nonprofit Marketing, 7, 127-143.
Bigné-Alcañiz, E., Currás-Pérez, R., Ruiz-Mafé, C., &Sanz-Blas, S. (2012). Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit. Journal of Marketing Communications, 18(4), 265-283.
Chang, C. (2011). Guilt appeals in cause-related marketing: The subversive roles of product type and donation magnitude. International Journal of Advertising, 30(4), 587-616. Chang, C. T. (2008). To donate or not to donate? Product characteristics and framing effects of cause‐related marketing on consumer purchase behavior. Psychology & Marketing, 25(12), 1089-1110.
Cui, Y., Trent, E. S., Sullivan, P. M., & Martiru, G. N. (2003). Cause-related marketing: how generation Y responds. International Journal of Retail & Distribution Management, 31(6), 310-320.
Das, N., Guha, A., Biswas, A., &Krishnan, B. (2016). How product–cause fit and donation quantifier interact in cause-related marketing (CRM) settings: Evidence of the cue congruency effect. Marketing Letters, 27, 295-308.
Elving, W. J. (2013). Scepticism and corporate social responsibility communications: The influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292.
Folse, J., Niedrich, R., &Grau, S. (2010). Cause-relating marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295-309.
Gupta, S., &Pirsch, J. (2006). The company-cause-customer fit decision in cause-related marketing. Journal of Consumer Marketing, 23(6), 314-326.
Hamidizadeh, A., Esfidani. M.R., Soltaninezhad, N., & Rashid, A. A. (2017). Consumer behavioral response to cause related marketing strategies within the SOR framework. Journal of business management perspective, 16(1), 125-142. (in Persian)
Hoek, J., &Gendall, P. (2008). An analysis of consumers’ responses to cause related marketing. Journal of Nonprofit & Public Sector Marketing, 20(2), 283-297. Hou, J., Du, L., & Li, J. (2008). Cause's attributes influencing consumer's purchasing intention: Empirical evidence from China. Asia Pacific Journal of Marketing and Logistics., 20(4), 363-380.
Howie, K. M., Yang, L., Vitel, S. J., Bush, V., &Vorhis, D. (2018). Consumer Participation in Cause-Related Marketing: An Examination of Effort Demands and Defensive Denial. Journal of Business Ethics, 147(3), 679-692.
Human, D., &Terblanche, N. (2012). Who receives what? The influence of the donation magnitude and donation recipient in cause-related marketing. Journal of Nonprofit &
Public Sector Marketing, 24(2), 141-160.
IEG Sponsorship Report, (2017). What sponsors want and where dollars will go in 2017. http://www.sponsorship.com/Resources/What-Sponsors-Want-and-Where-Dollars-Will-Go-2017.aspx, ACCESSED May 2019.
Kim, J. (2014). The roles of cause involvement and cause acts in a social marketing campaign. Journal of Global Scholars of Marketing Science, 24(4), 426-440.
Koschate-Fischer, N., Huber, I. V., &Hoyer, W. D. (2016). When will price increases associated with company donation to charity be perceived as fair? Journal of Academic Marketing Science, 44(5), 608 – 626.
Koschate-Fischer, N., Stefan, I. V., &Hoyer, W. D. (2012). Willingness to Pay for Cause related Marketing: The Impact of Donation Amount and Moderating Effects. Journal of Marketing Research, 49(6), 910-927.
La Ferle, C., Kuber, G., & Edwards, S. M. (2013). Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin. Journal of Business Research, 66(3), 364-373.
Lafferty, B. A. (2007). The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60, 447-453.
Lafferty, B., &Edmondson, D. (2009). Portraying the cause instead of the brand in cause related marketing ads: Does it really matter? Journal of Marketing Theory and Practice, 17(2), 129-143. Lee Thomas, M., Mullen, L. G., & Fraedrich, J. (2011). Increased word‐of‐mouth via strategic cause‐related marketing. International Journal of Nonprofit and Voluntary Sector Marketing, 16(1), 36-49.
Melero, I., &Montaner, T. (2017). Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response.
European Journal of Management and Business Economics, 25(3), 161-167.
Moosmayer, D. C., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27(6), 543-549.
Muller, S., Fries, A., &Gedenk, K. (2014). How much to give? The effect of donation size on tactical and strategic success in cause-related marketing. International Journal of Research in Marketing, 31, 178-191.
Myers, B., Kwon, W. S., &Forsythe, S. (2012). Creating effective cause-related marketing campaigns: The role of cause-brand fit, campaign news source, and perceived motivations. Clothing and Textiles Research Journal, 30, 167-182.
Nan, X. & Heo, K. (2007) Consumer responses to corporate social responsibility (CSR) initiatives: examine the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63–74.
Park, J., Stoel, L., &Lennon, S. J. (2008). Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation. Journal of Consumer Behavior, 7, 72–87.
Patel, J. D., Gadhavi, D. D., & Shukla, Y. S. (2016). Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing, 14(1), 1-18.
Paul, P., & Mukhopadhyay, K. (2010). Growth via intellectual property rights versus gendered inequity in emerging economies: an ethical dilemma for international business. Journal of Business Ethics, 91 (3), 359-3783
Savas, S. (2016). Factors affecting donations in U.S. retail stores: A conceptual framework. Journal of Retailing and Consumer Services, 33, 178-85.
Strahilevitz, M. (2003). The effects of prior impressions of a firm's ethics on the success of a cause-related marketing campaign: Do the good look better while the bad look worse?
Journal of Nonprofit and Public Sector Marketing, 11(1), 77-92.
Tabachnick, B. G., & Fidell, L. S. (2014). Using Multivariate Statistics. 6th Edition. Pearson Education Limited, Harlow, United Kingdom. Tian, Z., Wang, R., & Yang, W. (2011). Consumer responses to corporate social responsibility (CSR) in China. Journal of business ethics, 101(2), 197-212. Trimble, C. S., & Rifon, N. J. (2006). Consumer perceptions of compatibility in cause‐related marketing messages. International journal of nonprofit and voluntary sector marketing, 11(1), 29-47. Vanhamme, J., Lindgreen, A., Reast, J., & Van Popering, N. (2012). To do well by doing good: Improving corporate image through cause-related marketing. Journal of business ethics, 109(3), 259-274. Vyravene, R., & Rabbanee, F. K. (2016). Corporate negative publicity–the role of cause related marketing. Australasian Marketing Journal (AMJ), 24(4), 322-330.