The Interactive Effects of Cause Related Marketing Campaigns, Perceptual Brand Equity Dimensions and Cultural Values on Consumer Purchase Intentions

The purpose of this research is to investigate the kind of relationship between Cause Related Marketing (CRM) campaigns, brand perceptual dimensions and cultural traits as possible antecedents of consumer purchase intentions in the country of Iran. An initial conceptualization was developed from mainstream literature to be validated through empirical research. The conceptualization was then tested with quantitative survey data collected from about 384 consumers studying in different purchase centers in Esfahan. Structural Equation Modeling was used to test the hypothesis derived from literature. The findings indicate that consumer purchase intentions are influenced by the cause related marketing campaigns. Furthermore it was observed that the perceptual brand equity dimensions and cultural values partially mediate the impact of CRM campaigns on consumer purchase intentions. The data was gathered from purchase centers in Esfahan only. Hence, future research could extend these findings to other cities in Iran to test their generalizing ability. This research has key implications for companies, charities and academic to effective use of cause related marketing campaigns in Iran. The study contributes to cause related marketing literature by indicating a mediating role of perceptual brand equity and cultural values on CRM campaigns and consumer purchase intentions. The mediating role of culture and perceived quality was ignored in previous studies. Moreover, it contributes to close the gap of empirical research in this field in Iran.