Predicting CRM patronage intentions based on Schwartz’s theory of human values: a large-sample study anchored on male fashion leadership

Sujo Thomas (), A. K. S. Suryavanshi (), K. Bharath (), Ritesh Patel (), Viral Bhatt () and Sudhir Pandey ()
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Sujo Thomas: Ahmedabad University
A. K. S. Suryavanshi: Pandit Deendayal Energy University
K. Bharath: Sanjivani University
Ritesh Patel: Sanjivani College of Engineering, Savitribai Phule Pune University
Viral Bhatt: United World Institute of Management, Karnavati University
Sudhir Pandey: Ahmedabad University

International Review on Public and Nonprofit Marketing, 2025, vol. 22, issue 1, No 6, 135-165

Abstract: Abstract Businesses adopt cause-related marketing (CRM) strategies to align with societal concerns. Human values are crucial in shaping consumers’ responses toward companies that engage in CRM activities. While the non-profit marketing literature is largely focused on exploring the relationship between values and CRM, empirical evidence on the prediction of CRM patronage intentions (CPI) in the context of human values is scarce. This study, rooted in the Schwartz human values theory, focused on understanding the effect of human values on corresponding processes underlying CPI. In addition, we have examined and validated the impact of fashion leadership on human values and CPI by assessing the effects within the sub-groups (high and low fashion leadership). This research addresses the gap in the literature by focusing on the intricate relationship between human values and CPI thereby providing a normalized ranking of the relevant predictors while predicting CPI. A large-scale, robust investigation was undertaken with 2,289 respondents using integrated PLS-MGA-ANN to validate a predictive model that triggers value-based profiling. The results reveal that high male fashion leadership aligning with certain value types (self-direction, universalism, and benevolence) and low male fashion leadership aligning with certain value types (security, tradition, and conformity) had higher patronage towards CRM-associated fashion retailers. This study offers invaluable intelligence to practitioners, non-profit marketers, and fashion marketers for devising value-based profiling and managing pivotal CRM decisions.

Keywords: CRM patronage intention; Cause-related marketing; Human values; Male fashion leadership; CRM-associated fashion marketers (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12208-024-00420-x

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