Should companies hope instead? The role of verbal cues in consumers' evaluation of cause‐related marketing (CRM)

Lagomarsino, Maria; Lemarié, Linda

doi:10.1002/mar.21591

Cited by 8 publications

(12 citation statements)

References 63 publications

(121 reference statements)

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“…Brands engaged in social issues advertising need to focus on the verbal framing of the message and advertising slogans as it affects consumers' attitudes toward the brand and, consequently, their buying intentions (Lagomarsino & Lemarié, 2022). Verbal framing, here, refers to the tone of the message, that is, how it is worded in marketing communication.…”

Section: Verbal Framingmentioning

confidence: 99%

Language and thought: Linguistic relativity in social marketing communication

Goel,

Sharma,

Gupta

2024

Int J Consumer Studies

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Linguistic relativity (linguistic patterns influence perception and cognition) is crucial for marketing communication effectiveness. The argument is that linguistic relativity enablers in marketing communication may assist marketers, communicators, and creators achieve the desired “effectiveness” more successfully. Based on this premise, prior research in consumer studies has examined language's mediation role in consumer perception and cognition. However, the question of identifying these enablers and the plausible existence of any structural relationship among them persists. This article, therefore, seeks to examine the identification and interrelationship of linguistic relativity enablers in the context of social marketing communication. We examine the query through in‐depth interviews with specific respondents with a strong and influential relationship with the subject. This study presents the analysis conducted through Fuzzy‐ISM and Fuzzy‐MICMAC and presents relative findings by providing a structure with the potential to be used in longitudinal studies.

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Section: Verbal Framingmentioning

confidence: 99%

Language and thought: Linguistic relativity in social marketing communication

Goel,

Sharma,

Gupta

2024

Int J Consumer Studies

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“…CaRM, which refers to contributing money to a social cause every time a customer makes a purchase, is a growing form of CSR (Lagomarsino and Lemari e, 2022). According to Vrontis et al (2020), CaRM is regarded as a charity in which a firm pledges to contribute a set amount based on the volume of items sold.…”

Section: Cause-related Marketing (Carm)mentioning

confidence: 99%

“…CaRM, which refers to contributing money to a social cause every time a customer makes a purchase, is a growing form of CSR (Lagomarsino and Lemarié, 2022). According to Vrontis et al.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…"Creating a strong business and building a better world are not conflicting goalsthey are both essential ingredients for long-term success." -William Ford Over the last few decades, the significance of firms in the society has been examined and analyzed (Lagomarsino and Lemari e, 2022). Businesses are expected to not only work for economic profit but also to serve the community from which they are sharing the resources.…”

Section: Introductionmentioning

confidence: 99%

“…Over the last few decades, the significance of firms in the society has been examined and analyzed (Lagomarsino and Lemarié, 2022). Businesses are expected to not only work for economic profit but also to serve the community from which they are sharing the resources.…”

Section: Introductionmentioning

confidence: 99%

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Examining the role of cause-related marketing in influencing the purchase intention of Indian customers in the FMCG sector: the role of attitude and cause involvement

Pandey,

Bajpai,

Tiwari

2023

BFJ

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PurposeMany studies conducted on cause-related marketing (CaRM) are concentrated in advanced economies. However, there is very little work reported pertaining to CaRM in emerging economies like India. Hence, the aim of this study is to analyze the effect of CaRM on the customers' purchase intention (PI) in the Indian fast-moving consumer goods (FMCGs) sector, which is the fourth largest sector in the Indian economy. Further, this study tests the mediating effect of attitude and the moderating effect of cause involvement.Design/methodology/approachThis paper employs a quantitative methodology. Primary data were collected from 1220 respondents from North India. PLS-SEM is employed to examine the data.FindingsThe findings reveal that CaRM strongly impacts FMCG customers' purchasing intentions. Further, a positive attitude toward cause-related marketing triggers the customer purchase intention. Third, the results show that cause involvement moderates purchase intentions, so those who feel passionately dedicated to the cause are more inclined to buy while being involved in the cause-related marketing program.Practical implicationsThe results would aid marketers in developing effective CaRM campaigns for their FMCG brands by understanding the different combinations of factors influencing CaRM.Originality/valueFMCG is one of the major pillars of the Indian economy. This research proposes a comprehensive conceptual framework for the current study that is supported by literature. This study provides evidence of the increasingly important role of CaRM in establishing a win-win association with customers, aiming to solve specific societal causes and creating a favorable image of the brand in the FMCG sector.

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The power of flattery: Enhancing prosocial behavior through virtual influencers

Quach,

Cheah,

Thaichon

2024

Psychology and Marketing

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While prior work suggests the significant role virtual influencers (VIs) can play in addressing social and welfare issues, it remains unclear how they can increase social media users' engagement in prosocial behaviors. The current study examines the role of influencer flattery in driving the prosocial behavior of social media users. Specifically, the research investigates how flattery and humanlike appearance influence the perceived authenticity of VIs and the subsequent prosocial behavior of social media users (Studies 1 and 2). Furthermore, the research substantiates these effects by exploring how flattery and anthropomorphism via humanlike traits impact perceived authenticity and prosocial behavior when social media users witness the influencer praising others (Study 3). Beyond intention to donate (Study 1), the study also investigated its impact on related prosocial behaviors, such as click‐through behavior (Study 2) and the willingness to pay for fundraising merchandise (Study 3). The findings of this research offer concrete implications for nonprofit organizations by demonstrating the persuasive impact of flattery, perceived authenticity, and anthropomorphism in mobilizing public support, donations, and merchandise purchases for social causes.

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Should companies hope instead? The role of verbal cues in consumers' evaluation of cause‐related marketing (CRM)

Cited by 8 publications

References 63 publications

Language and thought: Linguistic relativity in social marketing communication

Language and thought: Linguistic relativity in social marketing communication

Examining the role of cause-related marketing in influencing the purchase intention of Indian customers in the FMCG sector: the role of attitude and cause involvement

The power of flattery: Enhancing prosocial behavior through virtual influencers

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