Cause related marketing in the German retail sector: Exploring the role of consumers’ trust

Hartmann, Monika; Klink, Jeanette; Simons, Johannes

doi:10.1016/j.foodpol.2014.06.012

Cited by 61 publications

(55 citation statements)

References 53 publications

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“…The more that consumers trust firms and certification institutions, the more confidence they have in quality signals (Sodano, ). Several studies have shown that institution‐based trust can be transferred to private‐labeled products (e.g., Castaldo, Perrini, Misani, & Tencati, ; Hartmann, Klink, & Simons, ). Therefore, we expect consumers who report a higher level of trust in the food system to be more likely to rely on quality signals to make choices.…”

Section: Conceptual and Econometric Modelsmentioning

confidence: 99%

Chinese consumers’ preferences for quality signals on fresh milk: Brand versus certification

Ding

Veeman

2019

Agribusiness

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This study examines the influences of brand and certification on Chinese consumers' choices of fresh milk products.Specifically, we examine interrelationships between brand and certification for fresh milk and how trust and consumption habits affect consumers' reactions to these different quality signals. Our results show that Chinese consumers tend to buy branded rather than unbranded fresh milk products and that fresh milk carrying quality certifications is also preferred. We find evidence of both substitution and complementary effects between brands and certifications. Results from a latent class model reveal three latent consumer groups for fresh milk: brand/certification seekers, price-sensitive shoppers, and habitual buyers. Habitual buyers are loyal to the brand they most frequently purchase, whereas respondents who exhibit higher levels of trust and education are more likely to be brand/certification seekers. [EconLit Citations: Q13; D12].

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Section: Conceptual and Econometric Modelsmentioning

confidence: 99%

Chinese consumers’ preferences for quality signals on fresh milk: Brand versus certification

Ding

Veeman

2019

Agribusiness

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“…(b) CRM and its related outcomes (Ballings et al, 2018;Chang et al, 2018;Christofi et al, 2013;2015b;La Ferle et al, 2013;Grolleau et al, 2016;Heidarzadeh Hanzaee et al, 2019;Hartmann et al, 2015;He et al, 2019;Howie et al, 2018;Mora and Vila, 2018;Srivastava, 2018;Parris and Peachey, 2013;Varadarajan and Menon, 1998;Yang and Yen, 2018); and (c) factors influencing consumers' evaluations and attitudes toward CRM (Howie et al, 2018;Bergkvist and Zhou, 2019;Chang et al, 2018;Cui et al, 2003;Hamby and Brinberg, 2018;Mora and Vila, 2018;Ladero et al, 2015).…”

Section: 'S Use Of Real-life Examples Tomentioning

confidence: 99%

“…Based on previous studies (Agnihotri and Bhattacharya, 2019;Marques et al, 2019), when a company has internalization among its intentions, then it increases Corporate Social Responsibility (CSR) activities for its communication, implying that CRM might increase too, since it is under 'the umbrella' of CSR. Hartmann et al (2015), highlight that CRM has grown to be one of the most powerful marketing means which allows companies to communicate their overall corporate culture concerning CSR at the points of sale.…”

Section: Introductionmentioning

confidence: 99%

The impact of the macro-environment on consumer scepticism towards cause-related marketing

Priporas

Kamenidou

Nguyen

et al. 2019

IMR

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Purpose The purpose of this paper is to explore how the macro-environment influences consumer scepticism towards cause-related marketing (CRM), especially in a turbulent economic setting. Design/methodology/approach An exploratory qualitative research study utilising open-ended, semi-structured Skype interviews with 26 respondents was conducted in a country experiencing economic crisis. Findings The findings demonstrate that respondents hold a strong scepticism towards CRM campaigns and they are more negative towards the CRM campaigns initiated by foreign enterprises as compared to the domestic ones. This can be attributed to ethnocentrism, or even antipathy or animosity towards foreign companies due to crisis. Furthermore, results reveal that the political and legal elements of the macro-environment have an impact on consumer scepticism towards CRM campaigns, while the impact of the economic crisis itself did not seem to be equally significant. Originality/value This work contributes to the existing literature of CRM as it is the first study that explores the impact of macro-environmental elements on consumer scepticism towards CRM within an economic turbulence setting.

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“…Table 3 presents a summary of the stakeholder consequences from Checkout Charity found in the academic literature. ·Increased sales and profits (Coleman & Peasley, 2015) ·Increased loyalty and morale (Hartmann, Klink, & Simons, 2015) ·Increased public relations and enhanced reputation (Hessekiel, 2017) ·Charities:…”

Section: Stakeholder Consequences Of Checkout Charitymentioning

confidence: 99%

“…·Loss of money (Siebold, 2014) ·Increased social pressure to conform or comply (Krishna, 2011) ·Less choice of when, where, and how to heip others (Eikenberry, 2009) ·Less awareness of where donations go (Owens, 2016) ·Increased distraction/confusion (Eikenberry, 2009) Given the many benefits retailers receive from Checkout Charity, it is little wonder so many choose this form of CRM. Retailers can expect to increase their sales revenue, employee morale, and customer loyalty (Hartmann, Klink, & Simons, 2015). Moreover, as customers, employees, and society all want to see companies performing more social action (Coleman & Peasley, 2015), retailers can also expect to enhance their reputations and receive a public relations boon (Hessekiel, 2017).…”

Section: ·Customersmentioning

confidence: 99%

Changing Attitudes Toward Checkout Charity

Massetti¹,

Mohr²,

Murphy-Holahan³

2019

IJMS

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Retailers in the U.S. are increasingly asking customers to donate to charity at their sales registers. This practice, known as Checkout Charity, is a form of Cause-Related Marketing (CRM) providing many benefits to retailers (Giebelhausen, Lawrence, Chun, & Hsu, 2017) and raising billions of dollars for charities (Coleman & Peasley, 2015). Despite the perceived goodwill of this retail practice, research suggests an imbalance between retailers and consumers, as Checkout Charity offers fewer benefits to customers than traditional CRM (Krishna, 2011;Owens, 2016). Using equity theory's impact on prosocial behavior (Ross & Kapitan, 2018), this paper explores whether customers perceive an imbalance in the Checkout Charity process. Open-ended survey results show that customers are aware of Checkout Charity's drawbacks and hold mostly negative sentiments toward the practice. Attitudinal survey results show that most customers prefer donating elsewhere and not being asked to donate at checkout. However, some are happy with the process. A regression analysis of factors known to influence charitable giving found that those who donate frequently have a relatively more positive attitude toward Checkout Charity. Research implications and ways retailers might use the practice to build deeper customer relationships are discussed.

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Cause related marketing in the German retail sector: Exploring the role of consumers’ trust

Cited by 61 publications

References 53 publications

Chinese consumers’ preferences for quality signals on fresh milk: Brand versus certification

Chinese consumers’ preferences for quality signals on fresh milk: Brand versus certification

The impact of the macro-environment on consumer scepticism towards cause-related marketing

Changing Attitudes Toward Checkout Charity

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