The role of cause involvement, attitude toward cause-related marketing and perceived
motivations in predicting consumers’ intentions to participate in a CRM campaign

Beth Meyers

Consumer Behavior

The role of cause involvement, attitude toward cause-related marketing and perceived motivations in predicting consumers’ intentions to participate in a CRM campaign

Author: Beth Meyers (Georgia Southern University)

Abstract

Although cause-related marketing (CRM) campaigns can result in positive responses from consumers and increased purchase intentions (Gupta & Pirsch, 2006), in recent years there has been a backlash towards these campaigns. Critics of CRM question the transparency of the alliance and whether the firm is partnering with the cause to help it (other-serving motivations) or to simply increase their profits (self-serving motivations). As consumers are exposed to CRM on store shelves and in the media, they form their attitude toward CRM.

Keywords: motivations, Cause, involvement, Marketing

How to Cite: Meyers, B. (2014) “The role of cause involvement, attitude toward cause-related marketing and perceived motivations in predicting consumers’ intentions to participate in a CRM campaign”, International Textile and Apparel Association Annual Conference Proceedings. 71(1).