Cause-related marketing as a peripheral cue?

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Mardian, Neil
University of Lethbridge. Faculty of Management
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Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2002
Even though cause-related marketing has increased in popularity, academic researchers have only started to examine how consumers respond to it. In this study, the author examines cause-related marketing in combination with two major theories: (1) the prospect theory and, (2) the elaboration likelihood model. The objective of this study was to test for main and interaction effects of CRM, consumer involvement and price of product on consumer attitudes and purchase intentions. The results of this study indicate that there were no significant interactions between price of the product, involvement situation and CRM when in an experimental magazine setting. The major overall finding, which was evident throughout all hypotheses, was that advertisements with a CRM claim were far more effective than advertisements without a CRM claim. Regardless of the price, it appears that cause-related marketing affiliations can substantially influence consumer perceptions and ultimately purchase behaviours. Due to its effectiveness in high involvement situations, these findings suggest that CRM does not operate only as a peripheral cue.
x, 128 leaves : ill. ; 29 cm.
Social marketing