Document Type

Conference Proceeding

Publication Date

11-7-2015

Abstract

Based on a 2x2 factorial design, advertisements for a consumer product generated higher purchase intentions when a cause-related marketing (CRM) message was present than when no such message was included in the ad. This effect was statistically significant, regardless of the type of the product (luxury versus non-luxury). However, for the specific cause used in this study (fight against breast cancer), gender moderated the relationship between the presence/absence of a cause in the ad and purchase intentions. Further, in order to shed more light on the underlying process of cause related marketing messages, two alternative mediation hypotheses were tested using a parallel multiple mediator model. Formal testing based on the procedures suggested by Hayes (2013) showed that positive emotions, but not attitudes toward the brand, fully mediated the relationship between cause and purchase intentions. The results thus suggest that emotions play a fundamental role in explaining the effectiveness of causerelated marketing.

Comments

Paper presented at the 2015 annual Conference: Society for Marketing Advances (SMA), November 2015, at San Antonio, Texas.


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