Attitudinal Difference toward Cause-related Marketing: The Role of Product Involvement
Datum
2009-06
Autor:innen
Zeitschriftentitel
ISSN der Zeitschrift
Bandtitel
Verlag
University of Oregon
Zusammenfassung
Are consumers more likely to favor brands offered by companies that engage in
cause-related marketing (CRM)? This study investigated the effect ofCRM messages on
consumers' attitudes toward the sponsoring companies, brand preferences, purchase
intentions, and recommendations to others based on personal involvement with the
products. Participants were invited to take an online survey to evaluate four print
advertisements. Zaichkowsky's Personal Involvement Inventory was applied to measure
consumers' involvement with the products. The results suggest that when involvement is
high, consumers develop more favorable responses toward the companies with CRM
messages than those companies without CRM messages. When involvement is low,
however, consumers' responses toward the sponsoring companies vary. In short, the
positive effect ofthe perceived CRM advantages is found contingent upon consumers'
involvement with the product. Theoretical and practical implications are discussed.
Beschreibung
xi, 47 p. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number.
Schlagwörter
Cause related marketing, Social marketing, Consumers -- Attitudes