Cause-Related Marketing: The Influence of Cause-Brand Fit, Firm Motives and Attribute Altruistic to Consumer Inferences and Loyalty and Moderation Effect of Consumer Values

Abstract:     
This study develops a conceptual model of Cause-related Marketing (CrM) investigating the effect of cause-brand fit, firm motives and altruistic attribution to consumer inferences and loyalty moderated by consumer values. The approach used is quantitative where data are collected through a survey using non-probability sampling technique. The sample is formed by consumers of Bottled Drinking Water Aqua brand and data was analyzed through structural equation modeling and multi-group analysis to test the hypothesis of moderation on the model.

The findings shows there is a need for firm to communicate its CSR activities by promoting cause-brand fit and firm motives in CrM campaign, since it leads to consumer trust, commitment and loyalty. There is no moderation effect of altruistic values between CSR perception and its antecedents in the CrM campaign.

Number of Pages in PDF File: 6

Keywords: Cause-related Marketing, Altruistic Values, Corporate Social Responsibility, Customer Trust, Commitment and Loyalty

Accepted Paper Series