Attitudinal Difference toward Cause-related Marketing: The Role of Product Involvement

Abstract

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.