Influence of Type of Product on Brand and Cause Images in a Cause-Related Marketing Campaign: Evidence from Pakistan

Saad Ullah; Shen Lei; Syed Ahtsham Ali; Shoirahon Odilova

Saad Ullah Donghua University, Shanghai, China.
Shen Lei Glorious Sun School of Business and Management, Donghua University West Yan’an Road 1882, Shanghai 200051, China.
Syed Ahtsham Ali Glorious Sun School of Business and Management, Donghua University West Yan’an Road 1882, Shanghai 200051, China.
Shoirahon Odilova Glorious Sun School of Business and Management, Donghua University West Yan’an Road 1882, Shanghai 200051, China.

Keywords: Cause-Related Marketing, Cause-Brand Alliance, Hedonic Product, Utilitarian Product.

Abstract

Luxury brands and non-profit organizations (NPOs) are increasingly involved in cause-related marketing (CRM) programs. This research aims to explain how product’s nature (hedonic vs. utilitarian) may influence consumer’s decisions to purchase cause-related products. Prior and post attitude of brands analyze with repeated measure ANOVA. The results show that brand attitude increased both in case of ahedonic and utilitarian partnership. However,partnering with a luxury brand ismore efficient to raise theimage of thebrand ascompared to apartnership with non-luxury brands.In general, these results provide clear insights to marketing managers for planning and positioning of their CRM campaigns.

Downloads

Download data is not yet available.

References

Ahluwalia, R., & Gürhan‐Canli, Z. (2000). The Effects of Extensions on the Family Brand Name: An Accessibility‐Diagnosticity Perspective Journal of Consumer Research, 27(3), 371-381.

Austin, J. E., & Seitanidi, M. M. (2012). Collaborative Value Creation: A Review of Partnering Between Nonprofits and Businesses. Part 2: Partnership Processes and Outcomes. Nonprofit and Voluntary Sector Quarterly, 41(6), 929-968. doi: 10.1177/0899764012454685

Basil, D. Z., & Herr, P. (2003). Dangerous Donations? The Effects of Cause-Related Marketing on Charity Attitude. Journal of Nonprofit & Public Sector Marketing, 11(1), 59-76.

Burnkrant, R. E., & Unnava, H. R. (1995). Effects of self-referencing on persuasion. journal of the consumer research, 22(1), 17-26.

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. doi: 10.1002/mar.20255

Chang, W.-L. (2008). OnCob: An ontology-based knowledge system for supporting position and classification of co-branding strategy. Knowledge-Based Systems, 21(6), 498-506. doi: 10.1016/j.knosys.2008.03.007

Chernev, A., & Blair, S. (2015). Doing well by doing good: The benevolent halo of corporate social responsibility. Journal of Consumer Research, 41(6), 1412-1425. doi: 10.1086/680089

Cho, M., & Kelly, K. S. (2013). Corporate Donor–Charitable Organization Partners:A Coorientation Study of Relationship Types. Nonprofit and Voluntary Sector Quarterly, 43(1), 693-715.

Galan-Ladero, Mercedes, M., Galera-Casque, Clementina, Valero-Amaro, Victor, . . . Jesus, M. (2013). Does the Product Type Influence on Attitudes Toward Cause-Related Marketing? Economics & Sociology, 6(1), 60-71.

Guerreiro, J., Rita, P., & Trigueiros, D. (2015). Attention, emotions and cause-related marketing effectiveness. European Journal of Marketing, 49(11-12), 1728-1750. doi: 10.1108/ejm-09-2014-0543

He, H., Zhu, W., Gouran, D., & Kolo, O. (2016). Moral identity centrality and cause-related marketing The moderating effects of brand social responsibility image and emotional brand attachment. European Journal of Marketing, 50(1-2), 236-259. doi: 10.1108/ejm-10-2014-0613

Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453. doi: 10.1016/j.jbusres.2006.09.030

Lafferty, B. A., & Edmondson, D. R. (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), 129-144.

Lafferty, B. A., & Goldsmith, R. E. (2005). Cause-brand alliances: does the cause help the brand or does the brand help the cause? Journal of Business Research, 58(4), 423-429. doi: 10.1016/j.jbusres.2003.07.001

Lii, Y. S., & Lee, M. (2012). Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. Journal of Business Ethics, 105(1), 69-81. doi: 10.1007/s10551-011-0948-0

Mantovani, D., de Andrade, L. M., & Negrão, A. (2017). How motivations for CSR and consumer-brand social distance influence consumers to adopt pro-social behavior. Journal of Retailing and Consumer Services, 36, 156-163. doi: 10.1016/j.jretconser.2017.01.009

Moosmayer, D., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27(1), 543-549. doi: 10.1108/07363761011078280

Moosmayer, D. C., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27(6), 543-549. doi: 10.1108/07363761011078280

Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utifitarian goods. Journal of Marketing Research, 42(1), 43-53. doi: 10.1509/jmkr.42.1.43.56889

Peloza, J., & Hassay, D. (2007). A Typology of Charity Support Behaviors: Toward a Holistic View of Helping. Journal of Nonprofit & Public Sector Marketing, 17(1-2), 135-151.

Samu, S., & Wymer, W. (2009). The effect of fit and dominance in cause marketing communications. Journal of Business Research, 62(4), 432-440. doi: 10.1016/j.jbusres.2008.01.039

Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446. doi: 10.1086/209519

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. doi: 10.1007/s10551-011-1134-0

Winterich, K. P., & Barone, M. J. (2011). Warm Glow or Cold, Hard Cash? Social Identify Effects on Consumer Choice for Donation Versus Discount Promotions. Journal of Marketing Research, 48(5), 855-868.

Zheng, Y., & Kivetz, R. (2009). The Differential Promotion Effectiveness on Hedonic Versus Utilitarian Products: In A. McGill, & S. Shavitt (Eds.). Advances in Consumer Research, 36,565.