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The effects of cause and donation size of cause-related marketing program on consumers' intention to buy

Dubravka Sinčić Ćorić orcid.org/0000-0002-1834-5491 ; Faculty of Economics and Business, University of Zagreb
Nataša Kurnoga Živadinović orcid.org/0000-0002-0055-7752 ; Faculty of Economics and Business, University of Zagreb
Marija Dropuljić ; Zagrebačka banka Ltd.

Abstract

There were different understandings of cause-related marketing in the past. It has been described as a form
of horizontal cooperative sales promotion, a tie-in between corporate philanthropy and sales promotion,
synonymous with corporate sponsorship of charitable causes, the initiation and funding of deserving
causes, or as marketing activities that are characterized by an offer from the firm to contribute a specified
amount to a designated cause when customers engage in revenue-providing exchanges that satisfy
organizational and individual objectives. Nowadays, cause-related marketing is considered a specific type
of relationship between profit- and nonprofit- organizations, where both partners receive potential benefit.
This paper gives attention to cause-related marketing by analyzing to what extent consumers’ intention to
buy a certain brand during a cause-related marketing campaign has been influenced by their relation to the
cause and donation size from that campaign. The data were collected through a questionnaire and analyzed
by descriptive statistics methods and regression analyses. The results of the research prove both hypotheses,
i.e. that personal relation to a cause of the campaign and donation size from a single sale positively
influence consumers’ purchasing intention to buy a brand that is a subject of cause-related marketing
campaign. These results correspond to the results of previous research.

Keywords

cause-related marketing; cause of the CRM campaign; donation size in the CRM campaign; consumers’ intention to buy

Hrčak ID:

136808

URI

https://hrcak.srce.hr/136808

Publication date:

24.11.2011.

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