Impacts of a Thai cause‐related marketing program on corporate image

Purpose - The purpose of this paper is to describe research which tested a Thai model of cause‐related marketing's impact on corporate image. Design/methodology/approach - Data were gathered from 1,071 participants in an established award winning cause‐related program in Thailand and analyzed using multiple regression. Findings - Findings indicated that a cause‐related marketing program can create positive attitudes toward corporate image. One specific demographic characteristic of respondents, household income level, showed a significant influence with participants from lower income households developing more positive attitudes than those from higher income households. Research limitations/implications - The data were gathered from participants in one program only, hence future research could extend these findings to other programs to test their generalisability. Practical implications - The proposed model serves as a basis for marketers to understand the influence of a cause‐related marketing program on the attitudes of Thai consumers who participated in the program toward corporate image. The results highlighted the importance of matching the company, its target market, participants in the program and the communication about the program to achieve desired results. Originality/value - This empirical study contributes to cause‐related marketing research by focusing on a previously unresearched group, the participants in a program. In addition it was undertaken in an emerging market, Thailand.