Does Cause-proximity Matters in Cause-related Marketing?
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2017, Vol 7, Issue 7
Abstract
Over the past 30 years cause-related marketing (CRM) campaigns have taking ground. In the business environment of today, a multitude of companies have aligned themselves with plethora of worthy causes. CRM benefits both the sponsoring company and the cause supported. Companies benefit as CRM is normally linked to a purchase of the sponsoring company’s product and thus brings profit to the companies. Meanwhile, causes benefits from the increasing awareness and funds for the causes through CRM campaigns conducted. Cause-related campaigns support causes at both local and international levels. Hence, examining whether cause-proximity may influence consumers’ response to CRM is crucial. Furthermore, there have been very few studies that focused on this matter. Hence, the current study is carried out to: (1) highlights CRM and CRM’s campaigns in Malaysia and (2) examine the impact of cause-proximity on consumers’ response to CRM in Malaysia. This study employed an experimental method; a 1X2 between subjects factorial design. The results showed that cause-proximity has significant impact on CRM evaluation. More specifically, the findings revealed that CRM campaign links to a local cause produces more favorable response among the Malaysian consumers as compared with CRM links with an international cause.
Authors and Affiliations
Marhana Mohamed Anuar, Fadzli Adam
Keywords
Related Articles
- EP ID EP615380
- DOI 10.6007/IJARBSS/v7-i7/3149
- Views 91
- Downloads 0
Tawjih Al-Qira’at Based on Inscription, Language, and Unusual Modes of Recitation According to Ibn Zanjalah
Some people might think that knowledge of Tawjih al-Qira’at (Mode of Quranic Recitation) depends mainly on the science of Quran exegesis and grammar, and some might think that the control is on the language, and might be...
The Impact of Psychopathy on Counterproductive Work Behavior
This study was primarily conducted to understand the impact of psychopathy on counterproductive work behavior. Data was collected from 130 personnel through convenience sampling technique, using adopted questionnaires co...
The Possibility of Applying Electronic Management at Cihan University
Techniques and communication are considered the most important modern science that affected explicitly many other branches of knowledge due to their wide prevalence and easiness to apply. This research provides readings...
The Association of Leadership Styles and Administrators’ Performance
This study proposes to examine the effect of leadership styles on job performance. Several determinant factors influence the performance of academic administrators and their effective style of leadership. Still, the sele...
The Impact of Auditing on Stock Prices of Amman Stock Market’s Listed Companies
The purpose of current study is to explore the impact of auditing on stock prices of Amman stock market. Study is conducted based on primary data collected from finance managers of listed companies of Amman stock market,...