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

Ali Asghar Rashid, Ali Hamidizade, Mohhamad Rahim Esfidani and Hasan Zaree Matin

International Journal of Business Forecasting and Marketing Intelligence, 2016, vol. 2, issue 3, 233-247

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.

Keywords: cause-related marketing; brand attractions; company-consumer identification; moral pleasure; brand loyalty; consumer purchasing; purchase intention; educational services; Iran; structural equation modelling; SEM. (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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