Cause-Brand Association and Consumer Attitude: A Review

Rohit, Deepa; Panda, Rajesh

doi:10.18843/ijcms/v9i1/09

Cited by 7 publications

(3 citation statements)

References 63 publications

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“…As a result, sports leagues, teams and philanthropic partners should be cognizant of salient rivalries in their promotional campaign design and activation. The findings align with recent calls for research to inspect different consumer characteristics as relevant variables affecting response to CRM (Rohit and Panda, 2018).…”

Section: General Discussion and Implicationssupporting

confidence: 85%

Rival team effects in cause-related sports marketing

Nichols

Cobbs

Tyler

2019

IJSMS

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Purpose The purpose of this paper is to examine how reference to a rival or favorite sports team within cause-related sports marketing (CRSM) campaigns affects fans’ intentions to support the cause. The purpose of the studies is to assess the perils of featuring a specific team in league-wide activations of cause-related marketing. Design/methodology/approach The research comprises three experiments. Study 1 employs CRSM advertising to test fans’ responses when rival or hometown team imagery is featured by Major League Baseball (MLB). Studies 2 and 3 utilize a press release to activate a cause partnership in MLB and the National Basketball Association (NBA) and assess the potential influence of team involvement and schadenfreude toward the rival team. Findings Contrary to previous research, results demonstrate that rival team presence in league-wide activation can reduce intentions to support the cause effort across both leagues, but not in all circumstances. The influence of rival team exposure on perceived sincerity is moderated by team involvement with the cause in MLB, but not the NBA. However, sincerity consistently enhances cause support across all studies. While conditional effects of schadenfreude are noted, it is not a significant moderator of cause support. Research limitations/implications This research exposes the nuance of league-wide CRSM activations. Specifically, the rival team effect on perceived sincerity seems to be league dependent, and subject to team involvement with the cause. Moreover, these results are limited to the leagues studied. Practical implications League administrators and their cause-related partners should exercise due diligence when promoting their affiliation using specific teams and levels of involvement with the cause. Originality/value These studies produce results that differ from the limited prior research within the domain of league-wide CRSM, and therefore advance the conversation regarding how best to activate such campaigns.

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Section: General Discussion and Implicationssupporting

confidence: 85%

Rival team effects in cause-related sports marketing

Nichols

Cobbs

Tyler

2019

IJSMS

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“…Dijesh et al (2020) also indicated that an e-commerce transaction is the collection and transmission of data through the internet in order to acquire a service or good. Consumers' faith in a brand and its reputation for quality influence their decisions to make a purchase (Rohit & Panda, 2018). For instance, online product search and time spent on a company's website can be used as indicators of future purchase intent (Lim et al, 2016).…”

Section: Online Purchase Intentionmentioning

confidence: 99%

Determinants of Online Purchase Intention Toward Life Insurance in Malaysia: Moderating Role of Trust

Hanaysha,

Chen,

Rahim

et al. 2023

Jindal Journal of Business Research

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This article focuses on examining the impact of web skills, perceived usefulness, subjective norms, perceived web security, and perceived ease of use on online purchase intention. It was also designed to verify the moderating effect of trust among them. Required data was gathered from customers of insurance companies in Malaysia via an online questionnaire. SmartPLS was used to conduct statistical analyses and verify research hypotheses. The findings showed that subjective norms, perceived usefulness, perceived ease of use, and perceived web security are positively associated with online purchase intention. However, the effect of web skills on online purchase intention was not supported. In other words, customers tend to purchase an online life insurance if they believe the process will be easy, safe, and convenient for them. The results also showed that trust moderates the association among subjective norms and intent to buy life insurance online.

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“…Relating to CSR communication, their understanding of individuals' opinions empowers marketers to tap into the individual's values and align a connection of possible congruence. This could be an alliance or propensity for opinion change, new acceptance or simple acknowledgement (Sherif et al, 1965) but only if these values mirror the recipients (also briefly attributed by Rohit and Panda (2018)).…”

Section: Social Judgement Theory and The Consumer's Moral Positionmentioning

confidence: 99%

An exploration of millennial perceptions and value priority of CSR and CnSR

Woodason¹

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Ethical rhetoric regarding the demographic attributed as Millennials, their characteristics and value priorities, is diverse (i.e. Becker Jr, 2012; Bucic et al., 2012; Cone, 2015; Deloitte, 2017; Greenberg, & Weber, 2008; McGlone et al., 2011; Neilsen, 2015; Paulin et al., 2014; Schweitzer & Lyons, 2010; Weber & Urick, 2017). This research explores their views and attitudes regarding social responsibility and ethical considerations relating to both corporate (CSR) and personal behaviour (CnSR). The aim being to offer beneficial insight, furthering research relating to a better understanding of the demographic that enables more effective, meaningful or relevant corporate CSR strategies and pertinent marketing communications targeted at them. A heterogeneous ideology required an interpretivist approach and interviews were used to gain insights of eighteen Millennials: undergraduate students at a UK university Business School. Transcripts were thematically analysed to disclose their ethical / pro-environmental value priority that produced three themes: convenience & indifference, self-reasoning & justification, and distrust. Value priority for both CSR and CnSR was low and the three themes uncovered findings pertinent to meeting the research aims. The sample indicated that the late-adolescent life stage they were experiencing was indicative of an undefined role in a responsible adult society; as acknowledged by Erikson as early as 1963 with conflict experienced - self-identity and peer approval needs vs those of society. This was reflected in a combination of factors including the influence of significant others (noted by Beckmann, 2007), a deflection of responsibility to act or reluctance to take responsibility for the consequences of the previous generation’s misgivings, and an apathy or indifference to the topic in general. Moreover, their transitioning life-stage including temporary accommodation, friendship groups, identity formation and employment purpose was evident (Batemann & Phippen, 2016) as an antecedent to this and the alternate priorities that emanate from this situation. The findings concluded that empathy was evident, but action was more ‘locally’ focused such as on UK animal welfare rather than international (human) labour or socio-economic conditions. For marketing communications, the data revealed cynicism and scepticism was evident, relating to global brands, but more ominously, all forms of information. A topic that has been raised on occasion by previous authors (notably Quinby, 1999) and in reference to socially responsible behaviour has been acknowledged to negate responsibility to act, or assign blame elsewhere (Detert et al., 2008). The concept of pro-environmental corporate strategy to appeal to the demographic was found to be uncertain. Findings suggested some admiration may arise for a majority but added patronage was uncommitted.

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Cause-Brand Association and Consumer Attitude: A Review

Cited by 7 publications

References 63 publications

Rival team effects in cause-related sports marketing

Rival team effects in cause-related sports marketing

Determinants of Online Purchase Intention Toward Life Insurance in Malaysia: Moderating Role of Trust

An exploration of millennial perceptions and value priority of CSR and CnSR

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