Exploring the interactive effects of brand use and gender on cause-related marketing over time

Abstract

Research has shown that men and women respond differently to cause‐related marketing (CRM) appeals with fictitious brands; however, few studies examine how CRM works for existing brands or measure long‐term effects. To fill these gaps, we explore the influence of sponsor brand use and gender on responses to a CRM campaign at three points in time (premessage, postmessage exposure, and 2‐week delay). We are the first study to identify the moderating effect of brand use on gendered responses to CRM messages. Nonbrand users increased their purchase intentions after CRM message exposure; this was especially true for men. Overall, our findings reinforce past research showing that CRM can positively influence short‐term purchase intentions. We reveal new insights that show CRM can work especially well among nonbrand buyers; however, no significant long‐term influence was found. Our results demonstrate the importance of segmenting the market by demographics and brand use as well as considering the long‐term implications of CRM persuasion.

Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry

“…Thus, none of the CSR dimensions investigated is able to prompt Millennials to switch the chocolate snack of their favourite brand to another supported by CRM campaigns. This result is in accordance with previous findings [56,80]. Specifically, CRM campaigns seem to affect non-brand loyal consumers in their purchase intentions rather than the loyal ones [56].…”

“…This result is in accordance with previous findings [56,80]. Specifically, CRM campaigns seem to affect non-brand loyal consumers in their purchase intentions rather than the loyal ones [56]. However, literature highlight that companies' involvement in corporate social responsibility and cause related marketing, strengthen their relationship with consumers in terms of brand loyalty [41,42,86,87].…”

“…Gender, being a male or a female, can potentially influence consumers' decision to buy products related to a social cause. Studies carried out by Ross [55], Nelson and Vilela [56] show that men and women differ in behaviour, values and attitudes. Considering their response to CRM campaigns is indeed interesting to examine their different "prosocial" behaviour, defined as "voluntary behaviour that is carried out to benefit another without anticipation of external rewards and is performed under two circumstances: the behaviour is done for its own end and the behaviour is done as an act of restitution" [57].…”

Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention

“…Cause-related marketing is defined by Nelson and Vilela (2017), as a marketing tool linking a company to a social cause within a promotional initiative with the aim of obtaining mutual benefit. Thus, it simultaneously highlights the social responsibility and the marketing strategy of a firm in order to achieve economic and social objectives, thus promoting social progress, the quality of human life, well-being, security, etc.…”

Guest editorial

“…And a key to achieve that is perceiving the world as one of networked connections, with consumers who are no longer isolated individuals and who are connected not simply at the practical/finctional level, but also at the affective and societal one (Beckmann et al , 2006; Moosmayer and Fuljahn, 2010; Vrontis et al , 2017; Ferraris et al , 2019). And as they gain greater access to new interactive communication tools (Nelson and Vilela, 2017), they are transforming from passive to active/selective value takers (Duarte and Silva, 2018), but with greater social awareness than ever (Bonetto, 2015; Laroche, 2017). Currently, they are more aware of companies' behaviors (Choi et al , 2016) and significantly value their ethical aspects (Bonetto, 2015; Choi et al , 2016; Laroche, 2017).…”