Cause-related marketing strategy types: assessing their relative effectiveness

被引:19
作者
Lee, Ji Young [1 ,2 ]
Johnson, Kim K. P. [2 ]
机构
[1] Amer Might Apparel Co, Raleigh, NC 27607 USA
[2] Univ Minnesota, Minneapolis, MN 55455 USA
关键词
Cause-related marketing type; Customer-brand identification; Fashion brand distinctiveness; Fashion brand credibility; attractiveness; Fashion brand attitude; Customer loyalty; CORPORATE SOCIAL-RESPONSIBILITY; CONSUMER; LOYALTY; IDENTIFICATION; SATISFACTION; MOTIVATIONS; TRUST;
D O I
10.1108/JFMM-03-2018-0032
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the relative effectiveness of each. Design/methodology/approach An experiment was conducted with young adult consumers (n=344) and undergraduates (n=415). Using a between-subject design, each participant was randomly assigned to one of four CRM scenarios and completed a questionnaire. Findings Across all CRM conditions, the effect of CRM strategy on consumer responses (e.g. perceived brand distinctiveness/credibility/attractiveness, customer-brand identification, brand attitude, customer loyalty) was significant. The effect of corporate social responsibility image on perceived brand distinctiveness was strongest for cause-related event marketing, followed by cause-related experiential marketing, transaction-based CRM and sponsorship-linked marketing. Originality/value This research contributes to the extant literature on CRM by identifying types of CRM strategies, their relative effectiveness, and key variables (e.g., C-B identification) that explain the impact of CRM strategies on consumer responses.
引用
收藏
页码:239 / 256
页数:18
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