IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v18y2021i3d10.1007_s12208-021-00278-3.html
   My bibliography  Save this article

The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator

Author

Listed:
  • Madhurima Deb

    (Indian Institute of Management Kashipur)

Abstract

This study tests the impact of scepticism about cause-related marketing (CrM) campaigns and its impact on audiences’ behavioural intention to donating for a cause being endorsed by nonprofit organizations (NPOs). To attain the above objective, the present study investigates how religiosity moderates the above relationship in developing markets such as India, which has so far remained under-explored. This study is based on examining the impact of the two main elements of audiences’ scepticism about CrM: the effect of the reputation of the NPO on audiences’ scepticism and the fit between the audiences’ and the NPO and their behavioural intentions to donate to the cause. This quantitative research was carried out by surveying 600 respondents using a convenience sample technique. Data were analysed using structural equation modelling (SEM). The findings suggest that religiosity impacts the outcomes of CrM campaigns, as it acts as a moderator of the relationship between scepticism and behavioural intention. This study contributes at the theoretical level by developing a conceptual framework that links scepticism and religiosity to behavioural intentions. This study also provides crucial directions to practitioners in terms of effectively designing CrM campaigns to influence behavioural intention by reducing scepticism.

Suggested Citation

  • 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.
  • Handle: RePEc:spr:irpnmk:v:18:y:2021:i:3:d:10.1007_s12208-021-00278-3
    DOI: 10.1007/s12208-021-00278-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-021-00278-3
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s12208-021-00278-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    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. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    2. Jeong, Hyun Ju & Paek, Hye-Jin & Lee, Mira, 2013. "Corporate social responsibility effects on social network sites," Journal of Business Research, Elsevier, vol. 66(10), pages 1889-1895.
    3. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    4. 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.
    5. Matthew Walker & Aubrey Kent, 2013. "The Roles of Credibility and Social Consciousness in the Corporate Philanthropy-Consumer Behavior Relationship," Journal of Business Ethics, Springer, vol. 116(2), pages 341-353, August.
    6. Jayesh D. Patel & Dharmesh D. Gadhavi & Yupal S. Shukla, 2017. "Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(1), pages 1-18, March.
    7. 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.
    8. 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.
    9. Rubio, Natalia & Villaseñor, Nieves & Yagüe, María Jesús, 2017. "Creation of consumer loyalty and trust in the retailer through store brands: The moderating effect of choice of store brand name," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 358-368.
    10. Passent Tantawi & Heba Sadek, 2019. "The impact of celebrity endorsement in cause related marketing campaigns on audiences’ behavioral intentions: Egypt case," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 293-311, December.
    11. Yuan-Shuh Lii & Monle Lee, 2012. "Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm," Journal of Business Ethics, Springer, vol. 105(1), pages 69-81, January.
    12. Chen, Ching-Fu & Phou, Sambath, 2013. "A closer look at destination: Image, personality, relationship and loyalty," Tourism Management, Elsevier, vol. 36(C), pages 269-278.
    13. Hildebrandt, Lutz, 1987. "Consumer retail satisfaction in rural areas: A reanalysis of survey data," Journal of Economic Psychology, Elsevier, vol. 8(1), pages 19-42, March.
    14. Cleveland, Mark & Laroche, Michel & Hallab, Ranim, 2013. "Globalization, culture, religion, and values: Comparing consumption patterns of Lebanese Muslims and Christians," Journal of Business Research, Elsevier, vol. 66(8), pages 958-967.
    15. N. Thamaraiselvan & B. Senthil Arasu & J. Daniel Inbaraj, 2017. "Role of celebrity in cause related marketing," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(3), pages 341-357, September.
    16. Bakar, Abou & Lee, Richard & Rungie, Cam, 2013. "The effects of religious symbols in product packaging on Muslim consumer responses," Australasian marketing journal, Elsevier, vol. 21(3), pages 198-204.
    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. 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).

    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. 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.
    2. 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).
    3. Shiwangi Singh & Sanjay Dhir, 2019. "Structured review using TCCM and bibliometric analysis of international cause-related marketing, social marketing, and innovation of the firm," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 335-347, December.
    4. Fernando Rey Castillo-Villar & Judith Cavazos-Arroyo, 2020. "Social Representations of “Rounding Up” as a Cause-Related Marketing Practice: A Study of Mexican Millennials," Sustainability, MDPI, vol. 12(13), pages 1-12, June.
    5. 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.
    6. 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).
    7. 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.
    8. 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.
    9. Anran Zhang & Alex Scodellaro & Bo Pang & Hui-Yi Lo & Zhengliang Xu, 2020. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    10. Lucinda Austin & Barbara Miller Gaither, 2019. "Redefining fit: examining CSR company-issue fit in stigmatized industries," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 9-20, January.
    11. Menno D. T. Jong & Mark Meer, 2017. "How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities," Journal of Business Ethics, Springer, vol. 143(1), pages 71-83, June.
    12. 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.
    13. Henri Kuokkanen & William Sun, 2020. "Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice," Journal of Business Ethics, Springer, vol. 166(2), pages 403-423, October.
    14. Ching-Wei Ho, 2017. "Does Practicing CSR Makes Consumers Like Your Shop More? Consumer-Retailer Love Mediates CSR and Behavioral Intentions," IJERPH, MDPI, vol. 14(12), pages 1-14, December.
    15. Saha, Sajeeb & Ranjan, Kumar Rakesh & Pappu, Ravi & Akhlaghpour, Saeed, 2023. "Corporate giving and its impact on consumer evaluations: A meta-analysis," Journal of Business Research, Elsevier, vol. 158(C).
    16. Derek Moscato & Toby Hopp, 2019. "Natural born cynics? The role of personality characteristics in consumer skepticism of corporate social responsibility behaviors," Corporate Reputation Review, Palgrave Macmillan, vol. 22(1), pages 26-37, February.
    17. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    18. Hua Jiang & Yang Cheng & Keonyoung Park & Wei Zhu, 2022. "Linking CSR Communication to Corporate Reputation: Understanding Hypocrisy, Employees’ Social Media Engagement and CSR-Related Work Engagement," Sustainability, MDPI, vol. 14(4), pages 1-24, February.
    19. Mantovani, Danielle & de Andrade, Lucas Magalhães & Negrão, Angela, 2017. "How motivations for CSR and consumer-brand social distance influence consumers to adopt pro-social behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 156-163.
    20. 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.

    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:spr:irpnmk:v:18:y:2021:i:3:d:10.1007_s12208-021-00278-3. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.