ISSN: 2450-7733
eISSN: 2300-4096
OAI
DOI: 10.18276/sip.2016.43/2-13
Issue archive /
nr 43/2 2016
CAUSE-RELATED MARKETING – WPŁYW TYPU PRODUKTUI STOPNIA DOPASOWANIA SPRAWY SPOŁECZNEJ DO PRODUKTU NA INTENCJE ZAKUPOWE
(Cause-related marketing − influence of the product type and product-cause fit on purchase intentions)
| Authors: |
Wojciech
Kozłowski
Uniwersytet Warmińsko-Mazurski w Olsztynie |
| Keywords: | cause-related marketing purchase intentions product type product-cause fit |
| Data publikacji całości: | 2016 |
| Page range: | 10 (137-146) |
| Klasyfikacja JEL: | D01 D12 D64 M31 |
Abstract
In the article are present the results of study focused on an assessment of public attitudes to the cause-related marketing campaign, where the money is transferred to a charity every time as consumer purchases a product. The results of the experiment show that the purchase intentions of CRM products are not being determined with the product type nor product-cause fit. However a thesis that the altruistic stimulus will be more effective in stimulating the shopping than the price reduction and a cash discount (financial incentives) are gaining the support, when the product with hedonistic values will be offered.
Download file
Article file
Bibliography
| 1. | Bigné, E., Currás-Pérez, R., Aldás-Manzano, J. (2012). Dual nature of cause-brand fit: Influence on corporate social responsibility on consumer perception. European Journal of Marketing, 46, 3/4, 575−594. |
| 2. | Buil, I., Melero, I., Montaner T. (2009). The role of product type and perceived fit in cause- -related marketing. Pobrane z: www.marketing-trends-congress.com/.../Journal%20. |
| 3. | Chang, C.T., Liu, H.W. (2012). Goodwill hunting? Influences of product-cause fit, product type, and donation level in cause-related marketing. Marketing Intelligence & Planning, 30, 6, 634–652. |
| 4. | Chowdhury, T.G., Khare, A. (2011). Matching a cause with self-schema: the moderating effect on brand preferences. Psychology & Marketing, 28, 8, 825–842. |
| 5. | Galán-Ladero, M.M., Galera-Casquet, C. (2013). Does the donation size influence on attitudes toward cause-related marketing? Responsibility and Sustainability. Socioeconomic, Political and Legal Issues, 1, 1, 7−19. |
| 6. | Goldsmith, E.R., Yimin, Z. (2014). The influences of brand-consumer and cause-congruence on consumer responses to cause related marketing. Journal of Applied Marketing Theory, 5, 2, 74–95. |
| 7. | Kozłowski, W., Rutkowska, A. (2016). Konsumpcjonizm a marketing społecznie zaangażowany (s. 235–252). W: J. Ejdys (red.) Społeczna odpowiedzialność i zrównoważony rozwój w naukach o zarządzaniu. Aspekty teoretyczne i aplikacyjne. Toruń: TNOik. |
| 8. | Kozłowski, W., Rutkowska, A. (2015). Marketing Społecznie Zaangażowany – szansa dla innowacji społecznych. Logistyka, 2, 1518–1522. |
| 9. | Kozłowski, W. (2008). Cause-related marketing w badaniach naukowych i praktyce biznesowej. Marketing i Rynek, 6, 9–14. |
| 10. | Kuo, A., Rice, D.H. (2015). The impact of perceptual congruence on the effectiveness of cause-related marketing campaigns. Journal of Consumer Psychology, 25, 1, 78–88. |
| 11. | Mirońska, D., Zaborek, P. (2014). Polacy wobec marketingu społecznie zaangażowanego. Marketing i Rynek, 1, 32–40. |
| 12. | Strahilevitz, M., Myers, J.G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24, 434–446. |
| 13. | Vaidyanathan, R., Aggarwal, P. (2005). Using commitments to drive consistency: enhancing the effectiveness of cause-related marketing communication. Journal of Marketing Communications, 1, 4, 231–246. |
| 14. | Zawadzka, A.M. (2009). Fuzja wyobrażeń. Pobrane z: http://www.charaktery.eu/charaktery/2009/05/2951/Fuzja-wyobra%C5%BCe%C5%84/. |