Identification in Cause-Related Marketing: A Consumer Perspective

Enrique Bigne (), Rafael Curras-Perez, Carla Ruiz-Mafe and Silvia Sanz-Blas

No 172, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: This research shows the mediating role of Consumer-Company identification in the way CSR and CA associations perceived by consumers in a CrM campaign influence behavioural responses referred to the brand (i.e. purchase intent) and the social cause (i.e. support to Non-Profit Organisation). For this, a theoretical model was estimated empirically based on 595 consumers of insurance and toiletries and personal hygiene products. Results not only show that CrM is a strategy for generating C-C identification, but also is a promotional strategy which, if well managed, is able to generate benefits for the NPO beyond the direct raising of funds from the comp any.

Keywords: CA associations; CSR associations; Purchase intent; Support to Non-Profit; C-C identification; Cause-related Marketing (search for similar items in EconPapers)
Date: 2010-07-05
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