Cause attributes in cause related marketing that influence consumer's purchasing intention: in Malaysia context
Loading...
Date
2010
Authors
Yi Wen, Tan (Gwen
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
In past one decade, corporate social responsibility has becoming an important
key message in business agenda; "vith this, companies have discovered a strategic
social alliance, particularly in cause-related marketing (CRM) programs to link
consumers' engagement to produce transactions with the firm; it is one of the ways
that a firm seek for "do well by doing good" at the same time provide several benefits
to both firm and non-profit organizations receiving the donations. With the aid of
prosocial behavior, this study examined five cause variables named as cause
importance, cause proximity, consumer involvement, the fit between brand and cause,
and demographic factors (gender, age, income level and education level) whether or
not to influence consumer purchasing intention in Malaysia context.
184 responses were collected via online questionnaire as well as the survey
conducted in Penang Tesco outlet. The analysis later carried out by using factor
analysis, T-test, ANOVA and multiple regression analysis to test on the hypothesis.
This research paper should help firms to find out how important the cause attributes
could influence on Malaysia consumer purchasing intention; firm could utilize the
data to find the best partners for strategic social alliances and maximize the
participation. Other than this, this paper should aid marketers to develop an effective
CRM campaign to fit with the goals of corporate.