Examining the Effects of Cause-Proximity and Gender on Consumers' Response to Cause-Related Marketing: Evidence from Malaysia

Marhana Mohamed Anuar, Osman Mohamad
2011 International Journal of Marketing Studies  
Over the last decade, cause-related marketing (CRM) has become a popular marketing strategy for companies. Academic research suggests outcomes of CRM campaigns are generally positive for companies as well as for causes. For companies, CRM has been noted to increase sales and enhance companies' image. As for causes, they received greater funding and publicity. Overall the impacts of cause-related marketing on consumers' response are significant. This study uses a fictitious CRM advertisement to
more » ... M advertisement to determine the impact of CRM on attitude toward CRM and consumers' response. The study shows that CRM has significant positive impact on consumers' response as well as purchase intention. Also this paper investigates the moderating role of gender on the relationship between cause-related marketing and consumers' response. In this light, Results imply that gender has an influence on the consumers' response in CRM and The rate of cause-related marketing is not the same for male and female consumers. Results of this study can be directly or indirectly used as guidelines for manufacturing companies or firms, service, advertising and commerce firms.
doi:10.5539/ijms.v3n3p174 fatcat:pes2p5f56jfmdbzctz3jcjh6ba