Role of Altruistic Attitudes in Cause-Related Marketing

Wojciech Kozłowski, Ewelina Sobotko

Abstract


This study identified factors affecting the effects of cause-related marketing (CrM). An empirical verifiation of the hypotheses confimed that an altruistic attitude, evaluated through the willingness to help others, is a differentiating factor in purchase intentions of product supporting a social cause. It was assumed that a positive correlation between variables would not be amplifid by either the type of the product or the product-cause fi. The research also shows that the more altruistic attitudes, the more favourable attitude towards the CrM campaign and that marketing initiatives based on donation are more effective in stimulating a purchase than initiatives based on fiancial compensation (price discount, cash-back) when consumers are more, rather than less willing to help a social cause.


Keywords


cause-related marketing; purchase intentions; altruism

Full Text:

PDF

References


Adomaviciute K., Bzikadze G., Cherian J., Urbonavicius S., Cause-related marketing as a commercially and socially oriented activity: what factors influence and moderate the purchasing?, “Engineering Economics” 2016, 27(5).

Assael H., Compertamiento del cosumidor, 5th ed. 1999, Madrid: Esic, [After:] Galan-Ladero M.M., Galera-Casquet C., Does the donation size influence on attitudes toward cause-related marketing, “Responsibility and Sustainability” 2013, 1(1).

Beckmann M., Noll F., Cause-related Marketing: A qualitative study into Millennials’ perception (Master’s Thesis in Business Administration – International Marketing), 2015, https://www.diva-portal.org/smash/get/diva2:814276/FULLTEXT01.pdf [access: 12.06.2016].

Collins C.M., Steg L., Koning M.A., Customers' values, beliefs on sustainable corporate performance and buying behavior, “Psychology & Marketing” 2007, 24(6).

Goldsmith E.R., Yimin Z., The influences of brand-consumer and cause-congruence on consumer responses to cause related marketing, “Journal of Applied Marketing Theory” 2014, 5(2).

Grau, S.L., Folse, J.A.G., Cause-related marketing. The influence of donation proximity and message-framing cues on the less-involved consumer, “Journal of Advertising” 2007, 36(4).

Kozłowski W., Cause-related marketing – wpływ typu produktu i stopnia dopasowania sprawy na intencje zakupowe, “Studia i Prace WNEiZ US” 2016, 43(2).

Kozłowski W., Wpływ wysokości darowizny i stopnia dopasowania sprawy na intencje zakupowe w cause-related marketing, “Handel Wewnętrzny” 2016b, 3(362).

Kozłowski W., Rutkowska A. Marketing społecznie zaangażowany – szansa dla innowacji społecznych, “Logistyka” 2015, 2.

Kozłowski W., Rutkowska A., Konsumpcjonizm a marketing społecznie zaangażowany, [In:] Ejdys J. (ed.), Społeczna odpowiedzialność i zrównoważony rozwój w naukach o zarzadzaniu, “TNOiK Stowarzyszenie Wyższej Użyteczności Dom Organizatora”, Toruń, 2016.

Kropp F., Holden S.J.S., Levack A.M. Cause-related marketing and values in Australia, 1998, http://s3.amazonaws.com/academia.edu.documents/45151562, [access: 12.09.2015].

Natarajan T., Balasubramaniam S.A., Jublee D.I., A Journey of cause related marketing from 1988 to 2016, “International Journal of Business and Management” 2016, 11(11).

Poleszczuk J., Ewolucyjna teoria interakcji społecznych, Warszawa: Scholar, 2004.

Słownik Języka Polskiego, 2017, http://sjp.pwn.pl/slowniki/altruista.html [access: 19.01.2017].

Vaidyanathan R., Aggarwal P., Kozłowski W., Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context, “Journal of Marketing Communications” 2013, 19(1).

Webb D.J., Green C.L., Brashear T.G., Development and validation of scales to measure attitudes influencing monetary donations to charitable organizations, “Journal of Academia Marketing Science” 2000, 20(2).




DOI: http://dx.doi.org/10.17951/h.2017.51.2.123
Date of publication: 2017-08-16 10:52:17
Date of submission: 2017-02-14 14:41:02


Statistics


Total abstract view - 1112
Downloads (from 2020-06-17) - PDF - 0

Indicators



Refbacks

  • There are currently no refbacks.


Copyright (c) 2017 Wojciech Kozłowski, Ewelina Sobotko

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.