IDEAS home Printed from https://ideas.repec.org/a/ids/ijbfmi/v2y2016i3p233-247.html
   My bibliography  Save this article

The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)

Author

Listed:
  • Ali Asghar Rashid
  • Ali Hamidizade
  • Mohhamad Rahim Esfidani
  • Hasan Zaree Matin

Abstract

The main purpose of this research is to study the effect of cause-related marketing on the consumer purchase intention. In this regard, cause-related marketing, moral pleasure, brand attraction, company-consumer identification, brand loyalty, and purchase intentions have been considered as the variables of this study. In order to collect the research data, a researcher-developed questionnaire has been used. The statistical population consists of the clients of the Ghalamchi centre for educational services in the city of Qom (Iran). To include the sample members, a sample consisting of 360 clients is randomly selected. The research data are analysed through Structural Equation Modelling (SEM) in the Amos18. The findings revealed that cause-related marketing does not affects the consumer purchase intention. Furthermore, cause-related marketing also has effect on moral pleasure, brand attractions, and brand loyalty.

Suggested Citation

  • Ali Asghar Rashid & Ali Hamidizade & Mohhamad Rahim Esfidani & Hasan Zaree Matin, 2016. "The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 2(3), pages 233-247.
    • Handle: RePEc:ids:ijbfmi:v:2:y:2016:i:3:p:233-247
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=78605
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hunjra, Ahmed Imran & Azam, Rauf i & Humayoun, Asad Afzal, 2011. "Cause related marketing and its impact on sales: mediating by brand loyalty and customer purchase intention," MPRA Paper 40680, University Library of Munich, Germany.
    2. Ahmad, Syed Tauqeer & Batool, Irem & Quarshi, Salman Ali & Hunjra, Ahmed Imran & Niazi, Ghulam Shabbir Khan, 2010. "Outcomes of cause related marketing: a demographic analysis," MPRA Paper 40692, University Library of Munich, Germany.
    3. La Ferle, Carrie & Kuber, Gayatri & Edwards, Steven M., 2013. "Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin," Journal of Business Research, Elsevier, vol. 66(3), pages 364-373.
    4. Diallo, Mbaye Fall, 2012. "Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 360-367.
    5. Chun-Tuan Chang & Zhao-Hong Cheng, 2015. "Tugging on Heartstrings: Shopping Orientation, Mindset, and Consumer Responses to Cause-Related Marketing," Journal of Business Ethics, Springer, vol. 127(2), pages 337-350, March.
    6. Rafael Currás-Pérez & Enrique Bigné-Alcañiz & Alejandro Alvarado-Herrera, 2009. "The Role of Self-Definitional Principles in Consumer Identification with a Socially Responsible Company," Journal of Business Ethics, Springer, vol. 89(4), pages 547-564, November.
    7. Lichtenstein, Donald R. & Netemeyer, Richard G. & Maxham, James G., 2010. "The Relationships Among Manager-, Employee-, and Customer-Company Identification: Implications For Retail Store Financial Performance," Journal of Retailing, Elsevier, vol. 86(1), pages 85-93.
    8. Laurentiu Dan Anghel & Georgiana Florentina Grigore & Mihai Roşca, 2011. "Cause-Related Marketing, Part of Corporate Social Responsibility and Its Influence upon Consumers’ Attitude," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(29), pages 72-85, February.
    9. Jae-Eun Kim & Kim Johnson, 2013. "The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination," Journal of Business Ethics, Springer, vol. 112(1), pages 79-90, January.
    10. Gordon Liu & Wai-Wai Ko, 2011. "An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives," Journal of Business Ethics, Springer, vol. 100(2), pages 253-281, May.
    11. He, Hongwei & Li, Yan & Harris, Lloyd, 2012. "Social identity perspective on brand loyalty," Journal of Business Research, Elsevier, vol. 65(5), pages 648-657.
    12. Longinos Marin & Salvador Ruiz, 2007. "“I Need You Too!â€\x9D Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility," Journal of Business Ethics, Springer, vol. 71(3), pages 245-260, March.
    13. Kang, Jun & Alejandro, Thomas Brashear & Groza, Mark D., 2015. "Customer–company identification and the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 68(2), pages 464-471.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sara Osama Hassan & Ehab Mohamed AbouAish, 2018. "The impact of strategic vs. tactical cause-related marketing on switching intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 253-314, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Brashear-Alejandro, Thomas & Kang, Jun & Groza, Mark D., 2016. "Leveraging loyalty programs to build customer–company identification," Journal of Business Research, Elsevier, vol. 69(3), pages 1190-1198.
    2. Hina Yaqub Bhatti & M. Mercedes Galan-Ladero & Clementina Galera-Casquet, 2023. "Cause-related marketing: a systematic review of the literature," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 25-64, March.
    3. Prasant Kumar Pandey & Naval Bajpai & Abhijeet V. Tiwari, 2024. "Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 479-509, June.
    4. 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.
    5. Xiaojun Fan & Nianqi Deng & Yi Qian & Xuebing Dong, 2022. "Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis," Journal of Business Ethics, Springer, vol. 175(2), pages 339-360, January.
    6. Subhajit Bhattacharya, 2017. "Does corporate social responsibility contribute to strengthen brand equity? An empirical study," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 513-533, December.
    7. Nguyen, Nga & Priporas, Constantinos-Vasilios & McPherson, Mark & Manyiwa, Simon, 2023. "CSR-related consumer scepticism: A review of the literature and future research directions," Journal of Business Research, Elsevier, vol. 169(C).
    8. Wei, Shuqin & Ang, Tyson & Liou, Ru-Shiun, 2020. "Does the global vs. local scope matter? Contingencies of cause-related marketing in a developed market," Journal of Business Research, Elsevier, vol. 108(C), pages 201-212.
    9. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    10. Thomas, Sujo & Jadeja, Ashwin, 2021. "Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    11. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    12. Sujo Thomas & Sonal Kureshi, 2020. "Consumer skepticism towards cause related marketing: exploring the consumer tendency to question from emerging market perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(2), pages 225-236, June.
    13. Cammie Hensley & Sonali Diddi & Karen Hyllegard, 2019. "Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth," Social Sciences, MDPI, vol. 8(8), pages 1-20, August.
    14. Chang, Chia-Chi & Chen, Po-Yu, 2019. "Which maximizes donations: Charitable giving as an incentive or incentives for charitable giving?," Journal of Business Research, Elsevier, vol. 97(C), pages 65-75.
    15. Andreea-Angela ?EULEAN (VON?EA), 2019. "Cause-Related Marketing Under The Lens Of Fundraising Methods," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 9(2), pages 5-13, June.
    16. João Guerreiro & Paulo Rita & Duarte Trigueiros, 2016. "A Text Mining-Based Review of Cause-Related Marketing Literature," Journal of Business Ethics, Springer, vol. 139(1), pages 111-128, November.
    17. Madhurima Deb, 2021. "The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 387-401, September.
    18. Ling Zheng & Yunxia Zhu & Ruochen Jiang, 2019. "The Mediating Role of Moral Elevation in Cause-Related Marketing: A Moral Psychological Perspective," Journal of Business Ethics, Springer, vol. 156(2), pages 439-454, May.
    19. Thamaraiselvan Natarajan & Senthil Arasu Balasubramaniam & Daniel Inbaraj Jublee, 2016. "A Journey of Cause Related Marketing from 1988 to 2016," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(11), pages 247-247, October.
    20. Wolter, Jeremy S. & Brach, Simon & Cronin, J. Joseph & Bonn, Mark, 2016. "Symbolic drivers of consumer–brand identification and disidentification," Journal of Business Research, Elsevier, vol. 69(2), pages 785-793.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbfmi:v:2:y:2016:i:3:p:233-247. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=156 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.