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.
Felix, R., Zadeh, A., & Baruca, A. (2015, November 7). Because it makes me feel good: moderation and mediation effects in cause-related marketing. Paper presented at the Society for Marketing Advances, San Antonio, Texas.