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Cause‐Related Marketing Persuasion Knowledge: Measuring Consumers' Knowledge and Ability to Interpret CrM Promotions

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  • Anne Hamby
  • David Brinberg

Abstract

Cause‐related marketing (CrM), a partnership between a for‐profit and not‐for‐profit company, is an increasingly common promotional approach. Consumers range in awareness of and knowledge about CrM, and vary in their ability to identify and evaluate critical elements of a CrM promotion. The authors describe this knowledge and ability as “CrM persuasion knowledge (CrM‐pk),” which guides consumer response, and can inform how firms use CrM promotions to communicate with consumers. In the current work, the authors define, develop, and evaluate an instrument to measure CrM‐pk, and examine how it moderates the influence of promotional features on consumer attitudes.

Suggested Citation

  • Anne Hamby & David Brinberg, 2018. "Cause‐Related Marketing Persuasion Knowledge: Measuring Consumers' Knowledge and Ability to Interpret CrM Promotions," Journal of Consumer Affairs, Wiley Blackwell, vol. 52(2), pages 373-392, July.
    • Handle: RePEc:bla:jconsa:v:52:y:2018:i:2:p:373-392
    DOI: 10.1111/joca.12167
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    Cited by:

    1. Costa Filho, Murilo & Nogueira Rafael, Diego & Salmonson Guimarães Barros, Lucia & Mesquita, Eduardo, 2023. "Mind the fake reviews! Protecting consumers from deception through persuasion knowledge acquisition," Journal of Business Research, Elsevier, vol. 156(C).
    2. Tejaswi Patil & Zillur Rahman, 2023. "Mapping the Cause-Related Marketing (CRM) field: document co-citation and bibliographic coupling approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 491-520, June.

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