Effect of Cause-Related Marketing and Brand on Consumer Purchase Intention: Mediating Role of Emotions

Tsai-Feng Kao (), Yi-Zhan Du, Jui-Che Tu and Ming Chen
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Tsai-Feng Kao: School of Education Science, Shaoguan University, Shaoguan 512005, China
Yi-Zhan Du: School of Education Science, Shaoguan University, Shaoguan 512005, China
Jui-Che Tu: Graduate School & Department of Creative Design, National Yunlin University of Science & Technology, Yunlin 64002, Taiwan
Ming Chen: School of Arts, Minnan Normal University, Zhangzhou 363000, China

Sustainability, 2025, vol. 17, issue 10, 1-21

Abstract: Cause-related marketing is one of the corporate social responsibility strategies that helps build corporate reputation, brand, and image. To understand the influencing factors before purchase actions in cause-related marketing, this study investigates whether consumers’ purchase intention is affected by brand and personal emotions. The “questionnaire survey method” was adopted for data collection, with a total of 379 valid samples retrieved for hypothesis testing. The partial least squares (PLS) analysis tool was used for verification. The results indicate that cause-related marketing activities have a positive impact on brand impression, and brands influence purchase intention. Additionally, emotions play a mediating role between cause-related marketing activities and purchase intention. This research contributes to understanding the relationship between cause-related marketing, brands, and purchase intention. This research also contributes to understanding the corporate comprehension of cause-related marketing strategies and provides reference for sustainable development research.

Keywords: cause-related marketing advertising; corporate social responsibility; sustainable development; brand perception; marketing effect (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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